Bridgestone grips on to NFL sponsorship deal

Bridgestone Americas has extended its sponsorship deal with American football’s NFL for five seasons, from 2016-17 to 2020-21.

Bridgestone will continue to be the official tyre brand of the North American league.

The agreement was announced ahead of this season’s Super Bowl championship game between the Denver Broncos and the Carolina Panthers this Sunday.

The deal extends an eight-year relationship and prolongs the ‘Bridgestone Performance Moments’ campaign platform, which includes the award for ‘top performance play of the year’ during Super Bowl week.

Philip Dobbs, chief marketing officer of Bridgestone Americas Tire Operations, said: “The NFL relationship provides an ideal platform for millions of women and men of all ages to engage with and learn about world-class products and services from Bridgestone.”

The new sponsorship agreement includes trademark rights, activation and player funds, and broadcast and online media elements. Bridgestone will also have sponsorship rights at all major NFL events.

In addition to its sponsorship of the NFL, Bridgestone has sponsorship deals with a number of NFL clubs, including the Tennessee Titans.