Continental has announced a three–year sponsorship with the Life Time Grand Prix, the off-road cycling series. The agreement sees Continental named as the Official Gravel and Mountain Bike Tyre of the series through 2028.
The partnership aims to elevate the brand’s presence within the off-road community and increase consumer understanding of tyre selection across various terrains. As part of the multi-year agreement, Continental will also hold official sponsorship titles across several key events in the Life Time Grand Prix portfolio.
For the Life Time Sea Otter Classic in Monterey, CA, and Life Time UNBOUND Gravel in Emporia, KS, Continental is designated as the Official Gravel Tyre. For the Life Time Leadville Race Series MTB events and the Life Time Leadville Trail 100 MTB Race in Leadville, CO, it takes the role of Official Mountain Bike Tyre.
Additionally, at the Life Time Big Sugar Classic in Bentonville, AR, the brand will be the Official MTB Tyre for the Life Time Little Sugar MTB event and the Official Gravel Tyre for the Life Time Big Sugar Gravel event for the 2027–2028 seasons.
Shane Messner, Head of Bicycle the Americas at Continental, said “Life Time and Continental’s goals align – we are both looking to grow gravel and cross country mountain biking in a meaningful way and bring competitive racing opportunities to the United States.
“Since the inception of the Grand Prix in 2022, Life Time has shown a commitment to the series, and we are excited to join them and provide opportunities for all athletes to connect with our tyres.”
Michelle Duffy, VP Marketing at Life Time Grand Prix, said “The Life Time Grand Prix continues to attract industry leaders who believe in the future of off-road racing. Continental brings a legacy of innovation and technical expertise that not only enhances our events but also helps elevate the entire sport for athletes at every level.”
The tyre manufacturer will also be represented in the elite field through sponsored athletes on the 2026 Life Time Grand Prix rosters. These include 2024 UNBOUND Gravel 200 winner Rosa Klöser, and Torbjørn Røed, who finished third in the 2025 overall men’s series.
Other sponsored riders include Melisa Rollins, winner of the Leadville Trail 100 MTB 2024 and Chequamegon 2025, and Brendan Johnston, who placed fourth in the 2024 overall men’s series.
Continental is an international tyre manufacturer and industry specialist founded in 1871. In fiscal 2025, the company generated sales of €19.7 billion and currently employs approximately 78,000 people across 54 countries.
The Tires group sector, which generated sales of €13.8 billion in 2025, operates 19 production and 16 development sites worldwide. The bicycle division produces the Grand Prix 5000 road tyre, the Terra gravel range, and MTB tyres developed using its Black Chili compound and Gripology technology.
Life Time Grand Prix is an off-road cycle racing series owned and organised by Life Time. The series brings together professional athletes to compete across a mix of established gravel and mountain bike events in the United States.
www.continental-tires.com
www.lifetimegrandprix.com
