November 15, 2010: Bridgestone Tires, now in the fourth season as the official tire of the NFL, is getting ready for its role as presenting sponsor of the Super Bowl XLV half time show with what the company is calling its "biggest Facebook sweepstakes" to date. The grand prize is a trip for two to the Super Bowl at Cowboys Stadium in February.
The sweepstakes, which runs now through through Jan. 9, 2011 will be "a stepping stone to larger, more interactive social media campaigns," according to a company spokesperson. Bridgestone has also purchased ad time during the broadcast on Feb. 6 on Fox. Lead agency is The Richards Group, Dallas.
Bridgestone originally signed a deal with the NFL in 2007, then renewed it with a five-year extension this season. The deal means that Bridgestone would be title sponsor of eight consecutive Super Bowl half time shows, breaking by far a record held by E*Trade, which was title sponsor of three consecutive half time shows (Super Bowls XXXIV, XXXV and XXXVI). The next five Super Bowls encompass Super Bowl XLV at Cowboys Stadium (2011), Super Bowl XLVI at Lucas Oil Field in Indianapolis (2012), Super Bowl XLVII at the Louisiana Superdome in New Orleans (2013) and Super Bowl XLVIII at the New Meadowlands in New York/New Jersey (2014). The site for Super Bowl XLIX in 2015 will be named in May.
Bridgestone’s Super Bowl XLV Facebook Sweepstakes is sending two fans to North Texas with tickets for a once-in-a-lifetime experience. Fans can enter daily to increase their chances of winning the grand prize. The grand prize includes: round trip airfare for two, a four-night/five-day stay in North Texas, two "prime seats" at Super Bowl XLV, a Bridgestone fan pack and $1,000 spending money. Those who enter the sweepstakes also have chances to win $100 gift certificates from NFLShop.com. (Full details here.)
Last year's Super Bowl, with a half time show starring The Who, attracted an average of more than 106.5 million viewers on CBS, making it the most-watched Super Bowl and TV show of all time. The Black Eyed Peas have been mentioned in a growing number of stories speculating on the entertainment for the Super Bowl XLV half time show.
"[The NFL] deal has worked very well for us," John Baratta, president, US & Canada Consumer Replacement Tire Sales division, Bridgestone Americas Tire Operations, told NYSportsJournalism.com during an interview earlier this year. "Getting brand exposure for Bridgestone, getting consumers to associate the brand with the Super Bowl and Half Time show jewel event was important. It's valuable property. If you look at what is coming up on the schedule, there are very important games that companies want to be part of: Super Bowl XLV in Dallas, Super Bowl XLVIII in the New York markets [at the New Meadowlands Stadium]. That's global exposure for the NFL and its partners even beyond what the Super Bowl usually generates."
"Getting brand exposure for Bridgestone, getting consumers to associate the brand with the Super Bowl and Half Time show jewel . . . It's valuable property."
Along with its sponsorship of the NFL, Bridgestone is also the official tire of the NHL and NHLPA and title sponsor of the Winter Classic; the official tire of the PGA Tour; and title sponsor the World Golf Championships–Bridgestone Invitational played at the Firestone Country Club in Akron, Ohio. The company’s Firestone brand is the official tire of Major League Baseball, the Indianapolis 500 Race and the IZOD IndyCar Series and the Firestone Indy Lights Series. In addition, the company has a five-year naming rights deal for the Bridgestone Arena, home of the NHL's Nashville Predators.
NFL Renews Deal With Bridgestone For Five Years