From Tire Review
Bridgestone Americas re-upped as a sponsor of the National Football League, but said it will not continue to underwrite the Super Bowl Halftime Show as it has over the past five years.
The tiremaker and the NFL signed a four-year sponsorship extension to continue as the “Official Tire of the National Football League” – through March 2016 – during a break in the action at the Tennessee Titans training facility in Nashville.
In dropping in annual commitment to the Super Bowl Halftime Show – an estimated $5 million sponsorship – Bridgestone said it instead plans to expand advertising during NFL games and related events, such as the pre-draft NFL Combine, and “engage more closely with consumers by allowing exclusive behind-the-scenes access at key NFL events throughout the year.”
That engagement will include heavy emphasis on digital and broadcast media, according to Bridgestone.
