Bridgestone extends NFL sponsorship

Bridgestone Americas has reworked and extended its contract to sponsor the National Football League. The Nashville-based tire manufacturer will no longer sponsor the halftime show of the Super Bowl — as it had planned on doing through 2015 — but will instead spread its marketing moolah across the calendar. The company will retain the title of Official Tire of the National Football League.

“We have achieved great exposure for the Bridgestone brand through the Bridgestone Super Bowl Halftime Show and the commercials we have showcased over the past five years,” said Philip Dobbs, Chief Marketing Officer, Bridgestone Americas. “But this revised sponsorship is an even better fit for where we are now as a brand, and we truly appreciate the NFL for helping us get here. It makes good business sense at this point for us to spread out our investment throughout the year and take advantage of the excitement associated with the NFL shield.

Interestingly, Ad Age points out Bridgestone received fewer complaint emails than usual this year after rapper MIA flipped the world the bird. Oh, it also reminds us all of "Be Bop Bamboozled in 3-D."