No more halftime show for Bridgestone
Are you ready for some football? Bridgestone Americas Tire Operations LLC and the National Football League (NFL) have extended their sponsorship agreement for an additional four years, through March 31, 2016. Their partnership began in 2007.
As part of the new agreement, Bridgestone Americas will shift its focus from sponsoring the Super Bowl Halftime Show to:
1. reinforcing the Bridgestone brand performance message, starting at the NFL Combine and culminating at the Super Bowl; and
2. engaging more closely with consumers by allowing exclusive behind-the-scenes access at key NFL events throughout the year.
The Bridgestone brand will continue as the “Official Tire of the National Football League.”
Bridgestone says the newly-structured contract will allow it to build upon its successful “Time to Perform” campaign, which includes national advertising, consumer marketing programs and promotions, and broadcast and online media elements.
There will be a focus on highlighting outstanding NFL team and player performances on a weekly basis via digital and broadcast media, culminating in awarding the top performance of the year during Super Bowl week in New Orleans, La., next year. Plans are being finalized for a high-level of consumer activation that will provide the opportunity to better connect with consumers by providing them with exclusive access to major NFL events from the offseason to the Super Bowl.
“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,” says Philip Dobbs, chief marketing officer. “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."