Bridgestone Brand Extends Agreement with the National Football League Company to continue as the “Official Tire of the NFL,” Super Bowl Halftime Show sponsor
NASHVILLE and NEW YORK (July 15, 2010) – Bridgestone Americas Tire Operations (BATO) and the National Football League (NFL) today announced they have reached a new agreement for a five-year extension for an integrated marketing sponsorship that designates the Bridgestone brand as the “Official Tire of the National Football League.”
Under the agreement, BATO and the Bridgestone brand will continue to work with the powerful NFL brand through numerous exclusive promotional opportunities, including the title sponsorship of the Super Bowl halftime shows for Super Bowls XLV – XLIX.
This is an extension of a three-year deal that began in 2007.
“Having this relationship with the NFL has already proven to be a tremendous asset in elevating the Bridgestone brand’s consumer awareness and visibility,” said John Baratta, President, U.S. & Canada Consumer Replacement Tire Sales division, BATO. “Continuing this sponsorship is a key component of our Sports Marketing strategy and an incredible opportunity for us to reach a highly influential audience of sports fans. Furthermore, we’re excited to continue to associate the Bridgestone brand with the NFL.”
The sponsorship agreement also includes trademark rights and broadcast and online media elements. BATO plans to continue its support of the NFL sponsorship with an integrated marketing plan including national advertising and consumer marketing programs and promotions. The company will also maintain sponsorship rights in Japan, one of the NFL’s international territories.
“We are excited to continue to align the NFL with a premium brand like Bridgestone,” said Keith Turner, the NFL’s Senior Vice President of Sponsorship and Media Sales. “The Bridgestone brand has helped elevate the image of the Super Bowl Halftime Show over the past three years and we look forward to growing this tradition.”
Along with its sponsorship of the NFL, Bridgestone is also the Official Tire of the NHL and NHLPA and title sponsor of the last two Bridgestone NHL Winter Classics; the Official Tire of the PGA TOUR; and the brand also sponsors the World Golf Championships–Bridgestone Invitational played at the Firestone Country Club in Akron, Ohio. The company’s Firestone brand is the Official Tire of Major League Baseball, the Indianapolis 500-Mile Race®, as well as the IZOD® IndyCar Series and the Firestone Indy Lights Series. BATO also has local and regional sponsorships with properties such as the Tennessee Titans and Nashville Predators. In March of 2010, BSAM also entered into a five-year naming rights agreement for Nashville’s downtown arena – the Bridgestone Arena, home of the Nashville Predators, Nashville’s NHL team.
To view and download images of the Official Tire logo, please visit www.bridgestoneamericasmedia.com.
About Bridgestone Americas Tire Operations:
Nashville, Tenn.-based Bridgestone Americas Tire Operations (BATO) is a business unit of Bridgestone Americas, Inc., whose parent company, Bridgestone Corporation, is the world's largest tire and rubber company. Reporting into the BATO business unit are the company's Latin American tire operations; the U.S. and Canadian consumer tire businesses; the U.S. and Canadian commercial tire businesses; and Bridgestone Retail Operations, LLC, which operates the largest network of company-owned automotive service providers in the world. BATO develops, manufactures and markets Bridgestone, Firestone and associate brand tires. The business unit is focused on retail, wholesale and original equipment markets, supplying passenger, light truck, commercial vehicle, off road, motorcycle, agricultural and other tires to its customers in the Americas. In addition, through its Bridgestone Bandag Tire Solutions unit, retreading customers have access to industry-leading research and development, manufacturing, marketing and sales expertise, providing them with a total tire solution.