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Firestone to be brand of Major League Baseball

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Firestone to be brand of Major League Baseball

Bridgestone Americas Tire Operations LLC (BATO) and Major League Baseball (MLB) have entered into a multi-year marketing partnership that makes the company's Firestone brand the "Official Tire of Major League Baseball."

As part of the agreement, Firestone will become the exclusive sponsor of in-stadium All-Star Game balloting, which entails distribution of more than 20 million ballots at 30 MLB and 100 minor league ballparks.

"BATO and the Firestone brand will partner with MLB via numerous additional promotional opportunities, including title sponsorship of an officially sanctioned All-Star Week hospitality event and presenting sponsorship of a premier attraction at the MLB All-Star FanFest," say BATO officials.

The deal also includes trademark rights and broadcast media "elements." BATO plans to support the partnership with "an integrated marketing plan, including national advertising and consumer marketing programs and promotions."

John Baratta, president of Consumer Tire Replacement Sales, BATO, says the agreement "is a tremendous opportunity to elevate the Firestone brand to new heights of consumer awareness and visibility.

"To be able to partner with a sport as successful and dynamic as baseball opens up a new world of possibilities to continue to strengthen our brand loyalty, bolster our marketing support of our family of retailers, and reach out to millions of new consumers who are loyal to MLB and its prestigious roster of officials sponsors.

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July 2020

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