NASHVILLE, Tenn. (Nov. 6, 2007) — Bridgestone/Firestone (BFS), recently named the official tire of the National Football League (NFL) and a title sponsor of the first NFL regular season game played outside of North America, is in discussions with the league over future marketing arrangements that may include sponsoring the halftime show during Super Bowl XLII.
A SportsBusinessJournal.com report claims that a three-year sponsorship deal BFS signed with the NFL included Super Bowl rights in addition to domestic NFL rights and title rights to the Oct. 28 game between the New York Giants and Miami Dolphins at London's Wembley Stadium.
The report further stated that the NFL's asking price for Super Bowl halftime rights was $9 million to $10 million.
When asked about the sports Web site's report, a BFS spokesman told Tire Business to “stay tuned. We are excited about this relationship with the NFL. We think we're going to have some neat things to announce and some ways to grow this partnership, but we're just not prepared to announce anything right now.”
BFS announced in early October the marketing partnership, which gave it the status of the first-ever official tire of the NFL. The Nashville-based tire maker said it would join the NFL brand in “numerous exclusive promotional opportunities” and promote the partnership with national advertising and consumer marketing programs.
SportsBusinessJournal.com said BFS is sponsoring the Super Bowl halftime show “in an attempt to gain credibility and elevate its brand recognition.”
Super Bowl XLII will take place Feb. 3 at the University of Phoenix Stadium and will be broadcast on the Fox TV Network.
The BFS spokesman declined to comment further about a potential halftime sponsorship, but acknowledged that the company and the NFL are in negotiations.