NASHVILLE, Tenn. (July 16, 2010)—Bridgestone Americas and the National Football League have agreed to a five-year extension of the tire maker's integrated marketing sponsorship, which began in 2007.
Under the agreement, Bridgestone will retain its designation as the official tire brand of the NFL and will continue serving as the title sponsor of halftime shows for Super Bowls XLV through XLIX. The agreement also includes trademark rights and broadcast and online media elements, Bridgestone said.
“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 of Bridgestone's U.S. & Canada Consumer Replacement Tire Sales division. “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.”
The parties did not disclose the value of the deal.