National Football League UK announced that Bridgestone Tires and New York Bakery "have been appointed" as the official tire and bagel sponsor, respectively, of NFL UK, according to SPORT INDUSTRY. Bridgestone will be the presenting sponsor "for the first-ever NFL game to take place at Twickenham Stadium" on Oct. 23, when the L.A. Rams will host the N.Y. Giants in the Int'l Series. The game will be "broadcast live in the U.K. on BBC Two," from 2pm. Earlier this month, New York Bakery launched its partnership with NFL UK, participating in the "NFL on Regent Street" takeover on Oct. 1. In addition to activating at the Int'l Series games, New York Bakery "will be rolling out an on-pack promotion in major supermarkets" across the U.K. (SPORT INDUSTRY, 10/14). MEDIA POST's Karl Greenberg reported Bridgestone "will have branded LED boards at field level, and the Bridgestone brand logo will be in various places in the stadium." The company will also be the presenting sponsor of the pre-game show on Sky Sports, "on videoboard features and print program ads." Also "returning as sponsors" for the Int'l Series are: Canon, Coors Light, GMC, Reebok and Visa (MEDIA POST, 10/14).
