Japanese tyre manufacturer Bridgestone has expanded the activation rights available under its top-tier partnership deal with the International Olympic Committee to a global level.
Bridgestone became an official Worldwide Olympic Partner in June 2014 in a 10-year deal, from mid-2014 to mid-2024.
The expansion of marketing rights for Bridgestone follows its successful activation of initial rights granted in Brazil, Japan, South Korea and the United States in association with the 2016 summer Olympic Games in Rio de Janeiro.
The company said it is now able to activate its partnership globally through 2024 in association with the 2018 winter Games in Pyeongchang, the 2020 summer Games in Tokyo, the 2022 winter Games in Beijing and the 2024 summer Games, hosting rights to which are currently being contested by Budapest, Los Angeles and Paris.
“While we're proud of our initial successes, in reality we have only just begun to leverage this universal platform to engage our worldwide teammates and expand Bridgestone brand awareness in key markets around the globe,” Masaaki Tsuya (pictured), chief executive and representative executive officer of Bridgestone Corporation, said.
“As a global company with founding roots and headquarters in Japan, there is an enormous opportunity with the next three Olympic Games being hosted in Asia. We look forward to reaching new winter sports fans worldwide, as well as continuing to explore new ways in which we can support the staging of the Games and its athletes – which is paramount to our partnership.”
In addition to the company's support of the Olympic Movement as a Worldwide TOP Partner, Bridgestone is a Tokyo 2020 Paralympic Games gold partner and will support the Japanese Paralympic team through 2020. Bridgestone Americas is also partnering with U.S. Paralympics through 2024.
Bridgestone became the first founding partner of the Olympic Channel in August, signing a four-year agreement to support the IOC’s new digital platform.