COLORADO SPRINGS, Colo.—Bridgestone Americas Inc. has forged a partnership with the U.S. Skating Association, securing the naming rights to U.S. event of the International Skating Union's Grand Prix of Figure Skating Series.
The event, to be held Nov. 24-26 at the Lake Placid Olympic Center in Lake Placid, N.Y., will be known as Bridgestone Skate America.
Bridgestone Corp., parent of Bridgestone Americas, is a Worldwide Olympic Partner. According to Bridgestone, the agreement covers the 2017-18 U.S. figure skating season.
Bridgestone Skate America will feature 60 of the top skaters from around the world, headlined by defending U.S. champions Nathan Chen (men's), Karen Chen (ladies'), Haven Denney and Brandon Frazier (pairs') and Maia and Alex Shibutani (ice dance).
Others expected to compete include 2014 Olympic bronze medalist (team) and 2016 World silver medalist Ashely Wagner, marking her fourth time in the event.
Bridgestone also is a partner of the U.S. Olympic Committee and U.S. Paralympics through 2024. The firm became the first founding partner of the Olympic Channel in August 2016, signing a four-year agreement to support the digital platform.
"We have been impressed by Bridgestone's commitment to supporting the Olympic movement, and we look forward to working closely with them to showcase our great sport and dedicated athletes to the world," U.S. Figure Skating Executive Director David Raith said.
Bridgestone also will serve as the official tire of U.S. Figure Skating and will receive in-broadcast branded features during figure-skating coverage on NBC and NBCSN through the season. NBCUniversal will offer more than 10 hours of coverage of 2017 Bridgestone Skate America, including live coverage on NBC Nov. 25-26.
Earlier this year, Bridgestone signed endorsement deals with five 2018 U.S. Olympic hopefuls, including Wagner and Nathan Chen, who will represent the company as a part of Team Bridgestone. Wagner, a three-time U.S. Champion, is the 2017 U.S. silver medalist.
Nathan Chen won the 2017 U.S. title as well as the gold medal at the 2017 Four Continents Championships. Both are members of the 2017 U.S. Figure Skating World Team.
"Figure skating is one of the most iconic winter sports, and we are proud to support its events, including 2017 Bridgestone Skate America, and its athletes here in the U.S. this season," said Philip Dobbs, chief marketing officer, Bridgestone Americas Tire Operations.
"Not only does this new partnership continue our longstanding commitment to sport—and to Ashley and Nathan—but it is another exciting milestone for our company as we embark on our first Olympic Winter Games."
Bridgestone will receive extensive on-site brand visibility during Skate America, as well as signage and activation rights around the 2017 Prudential U.S. Figure Skating Championships, set for Dec. 29 through Jan, 7, 2018. in San Jose, Calif.