Special to NYSportsJournalism.com
January 5, 2017: Bridgestone Corp., which this past summer experienced its first Olympic Games as a top-tier partner with the International Olympic Committee, has signed a deal with the IOC expanding and extending its commitment to the Games.
The expansion of marketing rights for Bridgestone follows its successful activation of initial rights, signed in June 2014, in Brazil, Japan, South Korea and the U.S. in association with the Olympic Games Rio 2016.
Bridgestone said its efforts in those four countries "propelled brand awareness and engagement among hundreds of millions of people."
The new pact enables Bridgestone to activate its IOC partnership globally in association with the 2018 Winter Olympics in PyeongChang, the 2020 Summer Games in Tokyo (where the company has its headquarters), the 2022 Olympic Winter Games in Beijing 2022 and the 2024 Summer Games, with the host city to be selected this September from among Los Angeles, Paris and Budapest.
In addition to the company's support of the Olympic Movement as a worldwide TOP Partner, Bridgestone Corp. is a Tokyo 2020 Paralympic Games Gold Partner and will support the Japanese Paralympic Team through 2024.
Bridgestone Americas is partnering with U.S. Paralympics through 2024.
This past August, Bridgestone became the first Founding Partner of the Olympic Channel, being run under the auspices of the IOC.
Other IOC top-tier partners include Atos, Coca-Cola, Dow, GE, McDonald’s, Omega, Panasonic, Procter & Gamble, Samsung, Toyota and Visa.
"While we're proud of our initial successes, in reality we have only just begun to leverage this universal platform to engage our worldwide teammates and expand Bridgestone brand awareness in key markets around the globe," Masaaki Tsuya, CEO and representative executive officer for Bridgestone Corp.(pictured, left), said in a statement.
"As a global company with founding roots and headquarters in Japan, there is an enormous opportunity with the next three Olympic Games being hosted in Asia,” he said.
The agreement includes product marketing rights for the full range of tires manufactured by the company, as well as self-propelled bicycles and a variety of diversified products such as seismic isolators.
According to IOC president Thomas Bach (pictured, right), "As a Worldwide Olympic Partner, Bridgestone already has demonstrated its support for the Olympic Movement and the Olympic values. We are excited to be partnering with Bridgestone on a global basis, and look forward to continue working closely with them to bring the Olympic spirit to life for athletes, fans and communities around the world through to 2024."
"We look forward to reaching new winter sports fans worldwide, as well as continuing to explore new ways in which we can support the staging of the Games and its athletes — which is paramount to our partnership," said Tsuya.
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