NASHVILLE and NEW YORK – Bridgestone Firestone North American Tire, LLC (BFNT) and the National Football League (NFL) have entered into a multi-year integrated marketing partnership that designates the Bridgestone brand as the first “Official Tire of the National Football League.”
Under the agreement, BFNT and the Bridgestone brand will join with the powerful NFL brand through numerous exclusive promotional opportunities, including the title sponsorship of the first-ever regular season NFL game to be played outside North America. The game, known as the Bridgestone International Series, will be played on Oct. 28 between the New York Giants and the Miami Dolphins at London’s Wembley Stadium.
“This partnership with the NFL allows BFNT to join forces with America’s most popular sport and reach millions of loyal fans who want the same things out of their favorite teams as they need from their tires — excellent performance, endurance and toughness,” said John Gamauf, president of Consumer Tire Replacement Sales, BFNT. “The NFL has great loyal fans who demand the very best from the teams and products they support. These fans are a perfect fit for our brand. Bridgestone is a world leader and a premium tire choice for drivers with higher standards, which is why we say, ‘For drivers who want to get the most out of their cars, it’s Bridgestone or nothing.’”
The partnership agreement also includes trademark rights and broadcast and online media elements. BFNT plans to support the NFL partnership with an integrated marketing plan including national advertising and consumer marketing programs and promotions.
“The Bridgestone brand, with its passion for excellence and focus on high performance, is a perfect partner for the NFL,” said Peter Murray, the NFL’s senior vice president of partnership marketing and sales. “We look forward to working with the company to build both our global businesses and bring our fans and their customers closer to the NFL through new and innovative ways.”
“This is a tremendous opportunity to elevate the Bridgestone brand to new heights of consumer awareness and visibility,” said Gamauf. “To be able to partner with an organization as successful and dynamic as the NFL opens up a new world of possibilities to continue to strengthen our brand loyalty, bolster our marketing support for our family of retailers and reach out to millions of new consumers who are loyal to the NFL and its prestigious roster of official sponsors.”
In addition to its new national partnership with the NFL, BFNT has a long tradition of high-profile sports sponsorships, including the Official Tire of the PGA TOUR; World Golf Championships–Bridgestone Invitational played at the Firestone Country Club in Akron, OH; and Official Tire of Champ Car World Series. The company’s Firestone brand is the Official Tire of the Indianapolis 500-Mile Race, as well as the IndyCar Series and IndyPro Series. BFNT also has local and regional sponsorships with properties such as the Tennessee Titans and Nashville Predators.
