Bridgestone Heads onto the Field as Official NFL Tyre

Tyre sponsorship of motorsport events is nothing new but ‘official tyres’ are generally less common in sporting codes that don’t actually involve the use of cars. However the absence of vehicles has proven no handicap to the National Football League (NFL) in the US, who has signed Bridgestone up as its first “Official Tire of the National Football League.”

The multi-year marketing and promotional agreement between the NFL and Bridgestone Firestone North America will see the Bridgestone brand involved in a number of promotional opportunities including title sponsorship of the first regular season NFL game to be played outside of North America.

Under the agreement, BFNT and the Bridgestone brand will join with the powerful NFL brand through numerous exclusive promotional opportunities, including title sponsorship of the first-ever regular season NFL game to be played outside North America. The game, known as the Bridgestone International Series, will be played on October 28 between the New York Giants and the Miami Dolphins at Wembley Stadium.

“This partnership with the NFL allows BFNT to join forces with America’s most popular sport and reach millions of loyal fans who want the same things out of their favourite teams as they need from their tyres — excellent performance, endurance and toughness,” said John Gamauf, President of Consumer Tire Replacement Sales, BFNT. “The NFL has great loyal fans who demand the very best from the teams and products they support. These fans are a perfect fit for our brand.’”

The partnership agreement also includes trademark rights and broadcast and online media elements. BFNT plans to support the NFL partnership with an integrated marketing plan including advertising and consumer marketing programs and promotions across the US.