Special Report: Super Bowl
NFL Signs Bridgestone for Super Bowl Halftime Shows
Tire Company's Title-Sponsor Deal Includes Pro Bowl
DETROIT (AdAge.com) -- Bridgestone Firestone North America has inked a multimillion-dollar deal with the National Football League to be the title sponsor of the next two Super Bowls, which will give the marketer a showcase during the halftime shows.
Richards Sports & Entertainment, a division of Richards Group, Dallas, handled the agreement for the tire maker, which includes the designation as the "official tire sponsor" of the Super Bowl for the next two years as well as the Pro Bowl. The deal includes an on-site presence during Super Bowl week at the NFL Experience, the interactive theme park that will rise near the University of Phoenix Stadium in Glendale, Ariz.
"This is an unprecedented opportunity to showcase the Bridgestone brand to the world," said John Gamauf, president of the tire maker's consumer tire replacement sales unit. "We're thrilled to partner with the NFL brand in presenting one of the most high-profile and entertaining programs in all of sports."
A spokesman for the NFL said "the exposure is tremendous." He said of the 140 million U.S. viewers who watched this year's big game, between 95% and 98% of them watched the 12-minute halftime show performance featuring Prince. Pepsi was the title sponsor.
Bridgestone Firestone negotiated separately with Super Bowl broadcaster Fox to buy a pair of 30-second slots the Bridgestone brand will use to break commercials during Super Bowl XLII.
The marketer backed its Bridgestone brand with $27 million in measured media in the first half of 2007, plus $16 million for Firestone, according to TNS Media Intelligence. In 2006, the company spent $51 million on Bridgestone and $32 million on Firestone.