Bridgestone Seeks Renewal Of NFL, Halftime Show Sponsorship Deal

Bridgestone serves as the official tire of the NFL and is the exclusive sponsor of the Super Bowl halftime show, and the company is "trying to renew its sponsorship deal ... because the event has helped increase tire sales," according to Ken Belson of the N.Y. TIMES. Bridgestone said that it's market share has "grown by double digits in the first quarter in each of the last two years," and Bridgestone President of Consumer Replacement Tire Sales John Baratta said that other brands have "had their share decline in the same period." The company, whose three-year sponsorship deal with the NFL is estimated to be worth around $10M, noted that it "cannot attribute all of its gains to the halftime sponsorship." But Baratta said, "The image of our brand has been elevated as a result of the tie-ins with these major events." The Who is playing this year's Super Bowl halftime show, and Belson notes Bridgestone and other sponsors are "not consulted about the choice of musical acts." The NFL "does not pay an appearance fee, though it does cover all of the expenses for the band and its often ample entourage of several dozen stagehands, family and friends." The Who manager Bill Curbishley "jumped at the chance to play" during halftime, as it provides a "great way to promote the band's new greatest hits album, publicize a coming tour and reach fans." Curbishley: "I don't think it will sell millions and millions of albums, but it will definitely have an impact. If you get into people's consciousness, it helps" (N.Y. TIMES, 2/3).

BOOST TO BRAND: MARKETING DAILY's Karl Greenberg notes in addition to its NFL ties, Bridgestone also is the "official tire of the National Hockey League, title sponsor of the NHL Winter Classic, and sponsor of the PGA Tour, among other golf and racing programs." Bridgestone Firestone North American Tire Advertising & Internet Manager Michael Fluck said that "advertising on the Super Bowl and other big events isn't about Bridgestone and sibling Firestone's individual products or sub-brands." Fluck: "It's more about making consumers aware of the Bridgestone brand." Meanwhile, Firestone recently signed as the official tire of MLB, and the company "will have a presence in stadiums, and during game broadcasts." Fluck said the company is "going to be filming new Firestone ads in about three weeks" (MARKETING DAILY, 2/3 issue).