Bridgestone To Sponsor Super Bowl Halftime Show On Fox

Bridgestone is “sponsoring the Super Bowl XLII halftime show on Fox in an attempt to gain credibility and elevate its brand recognition,” according to Terry Lefton in this week’s SPORTSBUSINESS JOURNAL. Super Bowl halftime deals typically include “two ad units, along with promotional mentions during playoff games and tickets and hospitality packages.” The Japan-based tire company is the “first foreign company to sponsor the halftime show.” Richard Sports & Entertainment negotiated the deal and will activate; parent company The Richards Group handles creative duties for Bridgestone/Firestone. Bridgestone earlier this month signed a three-year sponsorship deal with the NFL that includes domestic rights and title rights for Sunday’s Giants-Dolphins game in London. The deal also includes Super Bowl rights, which the NFL “had been shopping with an asking price" of $9-10M (SPORTSBUSINESS JOURNAL, 10/22).