NASHVILLE, Tenn. (Nov. 7, 2007) — Bridgestone Firestone North American Tire (BFNT) L.L.C.'s Bridgestone brand will be the title sponsor of the halftime shows at Super Bowls XLII and XLIII in 2008 and 2009.
The events will be dubbed the “Bridgestone Super Bowl Halftime Show.” The Bridgestone brand will also be the “official tire” of Super Bowls XLII and XLIII, according to a joint announcement by BFNT and the National Football League (NFL).
BFNT said sponsoring the upcoming Super Bowl shows will enhance the Bridgestone brand's relationship with the NFL, which also includes its designation as the “official tire of the NFL” and title sponsorship of the Bridgestone International Series game. The first game in that series was played Oct. 28 at London's Wembley Stadium featuring the New York Giants and Miami Dolphins.
Neither BFNT nor the NFL released the cost of the halftime show sponsorships, but a report by SportsBusinessJournal.com listed the NFL's asking price for Super Bowl halftime rights at $9 million to $10 million.
“This is an unprecedented opportunity to showcase the Bridgestone brand to the world,” said John Gamauf, president of consumer tire replacement sales for BFNT, in a prepared statement.
“…There is no bigger, bolder way for us to position the Bridgestone brand as the clear leader in the tire business than to partner with the NFL for the Super Bowl halftime show,” Mr. Gamauf said. “The Super Bowl transcends sports and is one of the largest single-day entertainment events in the world.
“It is the one sporting event that millions of fans watch not just for the action on the field but to see the commercials, entertainment and excitement surrounding the game. We are very excited to have the Bridgestone brand at the forefront of such a wildly popular event.”
BFNT said it plans to air two 30-second commercials during Super Bowl XLII, to be played Feb. 3 at the University of Phoenix Stadium in Glendale, Ariz. The Bridgestone brand will also have a strong presence at the NFL Experience—the interactive theme park in Arizona during Super Bowl week—and will serve as the official tire sponsor of the Pro Bowl, which is played in Hawaii a week after the Super Bowl.
The entertainment for the Bridgestone Super Bowl XLII Halftime Show will be announced at a later date. Super Bowl XLII will be televised by the Fox TV Network. Watched by 140 million viewers in the U.S. last year, the Super Bowl is annually the nation's highest-rated TV program and the most watched single-day sporting event.
Tampa, Fla., will host Super Bowl XLIII in 2009.