Bridgestone extends, tweaks American football sponsorship deal

Bridgestone’s high-profile sponsorship of the National Football League in the US, which got underway in 2007, has been extended for a further four years. Under the terms of the new agreement signed between Bridgestone Americas Tire Operations and the NFL, sponsorship will continue through to 31 March 2016 and Bridgestone will no longer sponsor the Super Bowl Halftime Show. Instead, the tyre maker says it will focus on “reinforcing the Bridgestone brand performance message” at various games throughout the season, culminating at the Super Bowl. The Bridgestone brand will continue to be the “official tyre” of the NFL.

“We have achieved great exposure for the Bridgestone brand through the Bridgestone Super Bowl Halftime Show and the commercials we have showcased over the past five years,” said Philip Dobbs, chief marketing officer, Bridgestone Americas. “But this revised sponsorship is an even better fit for where we are now as a brand, and we truly appreciate the NFL for helping us get here. It makes good business sense at this point for us to spread out our investment throughout the year and take advantage of the excitement associated with the NFL shield.

“The NFL has done an outstanding job of building its brand, supporting its sponsors, and generating year-round excitement,” Dobbs continued. “We have seen tremendous results from our sponsorship over the past five years, and with this new agreement, Bridgestone Americas is ready to take full advantage of the opportunities the NFL has to offer. We are looking forward to extending the Bridgestone brand’s reach throughout the entire NFL season.”

“We are pleased to expand our relationship with Bridgestone Americas,” said Keith Turner, NFL’s senior vice-president, Media Sales & Sponsorship. “Performance is core to both the NFL and to Bridgestone’s tyres, and we are excited to continue working together to reach our fans in innovative ways all year round.”