NFL extends Bridgestone deal to 2021

SAN FRANCISCO (Feb. 5, 2016) — The National Football League has extended its 8-year-old sponsorship relationship with Bridgestone Americas Inc. through 2021.

Philip Dobbs, chief marketing officer for Bridgestone Americas Tire Operations, said that “…connecting fans and drivers who recognize performance, innovation and endurance is vital to why Bridgestone chooses to sponsor the National Football League.

“The NFL relationship provides an ideal platform for millions of women and men of all ages to engage with and learn about world-class products and services from Bridgestone.”

Financial terms were not disclosed.

The deal secures Bridgestone's status as official tire of the NFL and advances the “Bridgestone Performance Moments” campaign platform — a Top 10 video highlight reel that airs weekly on the NFL Network during the season and which includes an award for top performance play of the year at NFL Honors during Super Bowl week.

The year-long campaign begins at the NFL Combine and culminates with the Super Bowl. It also includes national advertising, consumer marketing programs and promotions, and broadcast and digital elements.

Renie Anderson, senior vice president of sponsorship and partnership management for the NFL, said, “Bridgestone provides unique experiences that have resonated with football fans across the country.

“We are pleased to work with Bridgestone to reach fans year-round in authentic and innovative ways.”

The new sponsorship agreement also includes trademark rights, activation and player funds and broadcast and online media elements.

Nashville, Tenn.-based Bridgestone also will maintain sponsorship rights at all major NFL events, including NFL Kickoff, NFL Draft, NFL Experience and NFL Media Fan Gallery at the Super Bowl.

In addition to its sponsorship of the NFL, Bridgestone maintains sponsorships on the local and regional level with a number of NFL clubs, including the Nashville-based Tennessee Titans.

Bridgestone's sponsorship deal with the NFL originally included sponsorship of the halftime show in 2008 and 2009.

  That continued in 2010 through 2012, but then the tire maker opted to move away from the halftime sponsorship when the contract was renewed in 2012.