Friday
Nov262010

It's Gonna Be A Good, Good Night For The Black Eyed Peas At Super Bowl XLV 

November 25, 2010: As they sing in their hit song, "I Gotta Feeling," Feb. 6, 2011 is "gonna be a good, good night" for The Black Eyed Peas. The NFL has confirmed that The Black Eyed Peas would be the music headliners at Super Bowl XLV during the Bridgestone Half Time Show.

The game and half time events will be shown from Cowboys Stadium in Texas, Feb. 6 on Fox. Aside from the game itself, the half time show generates almost as much interest as the roster of advertisers.  During Super Bowl XLIV, more than 153 million viewers in the U.S. watched the half time show starring The Who, according to industry reports.

The Black Eyed Peas are Will.I.Am, Fergie, Apl.Deap and Taboo.

The upcoming game will be the fourth time that Bridgestone Americas Tire Operations has sponsored the Super Bowl halftime show. The Nashville, Tenn.-based company this year signed a new deal with the league extending its position as the official tire of the NFL and title sponsor of the Super Bowl half time show for five more years, which now would run through Super Bowl XLIX in 2015.

Bridgestone is also the official tire of the NHL and PGA, while sibling Firestone is the official tire of Major League Baseball.

"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," John Baratta, President, US & Canada Consumer Replacement Tire Sales division for Bridgestone Americas Tire Operations, told NYSportsJournalism during an interview earlier this year. "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."

To support its half time headlining status, The Black Eyed Peas said that people who buy a copy of their new CD, The Beginning, scheduled for release on Nov. 30 (Interscope Records) will have a chance to be their special guest at the Bridgestone Super Bowl XLV Halftime Show. (Full details here.) Bridgestone is also running a sweepstakes offering tickets to the game. (Full details here.)

Prior to The Who this past February, Bridgestone-sponsored half time shows featured Tom Petty & the Heartbreakers at Super Bowl XLII (2008) and Bruce Springsteen and the E Street Band at Super Bowl XLIII (2009).

Since forming in 1995, The Black Eyed Peas have sold more than 28 million albums worldwide and almost 31 million digital tracks, according to the group. The Bridgestone Super Bowl XLV Half Time Show is an NFL Network Production and will be executive produced by Ricky Kirshner and directed by Hamish Hamilton.

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