TYRE BRAND Bridgestone has extended its title sponsorship agreement of the Copa Sudamericana football tournament. The deal will see the Japanese company partner the 2012 competition, which begins at the end of July, building on a one-year deal agreed in 2011.
Officially known as the Copa Bridgestone Sudamericana de Clubes, Frontloaded estimates the sponsorship to be worth around $5m.
Organised by the South American Football Confederation (CONMEBOL), the tournament will see 42 club teams compete from across South America – an increase from 39 teams last season.
Bridgestone replaced fellow Japanese brand Nissan as title sponsor in 2011. The car manufacturer sponsored the tournament from 2003 and agreed a three-year deal for title rights in 2007.
Elsewhere, German tyre brand Continental has been announced as the official tyre of the Herbalife World Football Challenge in the US. Co-created by Major League Soccer (MLS) and Creative Artist Agency (CAA), the pre-season tournament is a series of matches played between a selection of MLS and European teams.
Continental’s sponsorship of the event enables the brand to expand its presence in North American football, consolidating its position as an official sponsor of the MLS. Continental signed a multi-year deal to become the league’s official tyre in 2011, valued at a low-mid seven figure sum annually.
“Our MLS sponsorship has been a huge success for us and has enabled us to reach a broad audience with our complete line of tyres for all vehicles,” said Travis Roffler, director of marketing for Continental.
“We feel the World Football Challenge is one more way to get in front of this very loyal audience and introduce them to our technology and performance driven products.”