Bridgestone to be Official NFL Tyre for Five More Years

Bridgestone will remain the “Official Tire of the National Football League” in the US following a five-year extension of the marketing sponsorship deal between Bridgestone Americas Tire Operations (BATO) and the National Football League (NFL) was agreed upon on July 15. Under the agreement, a continuation of a three-year deal that commenced in 2007, BATO will continue to work with the NFL brand through numerous exclusive promotional opportunities, including the title sponsorship of the Super Bowl halftime shows for Super Bowls XLV – XLIX.

“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, US & 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 programmes and promotions. The company will also maintain sponsorship rights in Japan, one of the NFL’s international territories.