Bridgestone Gets Star Billing at Super Bowl

Tyres will be given a high profile during the United States’ most watched televised event thanks to an agreement cemented between Bridgestone Firestone North American Tire (BFNT) and the National Football League (NFL). The deal, announced on November 7, gives Bridgestone title sponsorship of the NFL Super Bowl XLII and Super Bowl XLIII, as well as of the “Bridgestone Super Bowl Halftime Show” on both occasions.

“This is an unprecedented opportunity to showcase the Bridgestone brand to the world,” said John Gamauf, president of Consumer Tire Replacement Sales, BFNT. “We’re thrilled to partner with the NFL brand in presenting one of the most high-profile and entertaining programs in all of sports: The Bridgestone Super Bowl Halftime Show.”

In addition to the title sponsorship of the game’s halftime entertainment, the Bridgestone brand will launch two new 30-second commercials during Super Bowl XLII. The Bridgestone brand will also have a strong presence at the ‘NFL Experience’, an interactive theme park that will operate in Arizona during Super Bowl week, and will serve as the official tyre sponsor of the Pro Bowl, played in Hawaii the week after the Super Bowl.

“We’re pleased Bridgestone is expanding its NFL partnership by sponsoring the Super Bowl Halftime Show and capitalising on events such as NFL Experience and the Pro Bowl,” said Peter Murray, the NFL’s senior vice president of Partnership Marketing and Sales. “By teaming with a global leader like Bridgestone, we can make America’s favourite event even more powerful.”

The entertainment for the Bridgestone Super Bowl XLII Halftime Show will be announced at a later date. Super Bowl XLII, to be held February 3, 2008, at the University of Phoenix Stadium in Glendale, Arizona will be televised in the US by the Fox network. Watched by 140 million viewers in the United States last year, the Super Bowl is the nation’s highest-rated TV programme of the year and the most-watched single-day sporting event.