By Denna Bowman
Bridgestone tyres are once again pumping millions of dollars into this weekends Super Bowl spectacular.
The Japanese tyres manufacturer will be launching two new TV commercials and also sponsoring the half time show, featuring legendary British rock band The Who.
It is all wrapped up in a three-year sponsorship deal between Bridgestone and the NFL, which is estimated to be worth around $10 million and is part of a wider ranging agreement.
And it appears Bridgestone is trying to renew its sponsorship deal with the NFL because the event has helped increase tyre sales.
The company says that its market share has grown by double digits in the first quarter in each of the last two years, while other brands in the industry have had their share decline in the same period, according to John Baratta, the president of Bridgestone’s consumer replacement tyre business.
Although the company says it cannot attribute all of its gains to the halftime sponsorship, “the image of our brand has been elevated as a result of the tie-ins with these major events,” said Baratta, who added that the company’s core customers, men ages 25 to 54, were the biggest group of Super Bowl viewers.
The company’s name is announced frequently in promotional ads during the play-offs and appears in a customised logo, which is onscreen for about half of the band’s 12-minute set.
Bridgestone is also featured in print advertisements, and two of its television commercials are played during the first and second halves.