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BFS signs high-profile NFL deal; Firm to promote Bridgestone brand at Super Bowl halftime shows; dealers to benefit from promos.

Publication: Tire Business
Publication Date: 19-NOV-07 		Format: Online
Delivery: Immediate Online Access
Full Article Title: BFS signs high-profile NFL deal; Firm to promote Bridgestone brand at Super Bowl halftime shows; dealers to benefit from promos.(News)

Article Excerpt
Byline: Vera Linsalata

Bridgestone/Firestone (BFS) has signed a multi-year marketing deal with the National Football League (NFL) that makes the Bridgestone brand the title sponsor of the halftime shows at Super Bowls XLII and XLIII.

The halftime shows will be called the "Bridgestone Super Bowl Halftime Show'' and will give the Bridgestone brand exposure on the most watched U.S. television broadcast of the year, according to Nielsen Media Research ratings. Financial terms of the pact were not disclosed.

During the halftime show for Super Bowl XLII, BFS said it will launch two 30-second commercials with the tagline it had debuted earlier this year-"It's Bridgestone or Nothing.'' The Bridgestone logo will be displayed prominently during the halftime show entertainment and also on every seat cushion in the stadium along with the Super Bowl logo.

BFS' agreement with the NFL includes the Bridgestone brand serving as "official tire sponsor'' of those two Super Bowls and the 2008 Pro Bowl. The brand also will have a strong presence at the NFL Experience, a temporary, interactive theme park the NFL operates during Super Bowl week.

Super Bowl XLII will be played Feb. 3 at the University of Phoenix Stadium in Glendale, Ariz., while Tampa, Fla., will host Super...

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