BFNAT signed a multi-year “integrated marketing partnership” to become the league’s first such “official tire.”
Under the agreement, BFNAT and the Bridgestone brand will couple with the NFL on a number of joint promotional activities, including the title sponsorship of the first-ever regular season NFL game to be played outside North America. The game, known as the Bridgestone International Series, will be played on Oct. 28 between the New York Giants and the Miami Dolphins at London’s Wembley Stadium.
“This partnership with the NFL allows BFNAT to join forces with America’s most popular sport and reach millions of loyal fans who want the same things out of their favorite teams as they need from their tires – excellent performance, endurance and toughness,” said John Gamauf, BFNAT’s president of consumer tire replacement sales. “The NFL has great loyal fans who demand the very best from the teams and products they support. These fans are a perfect fit for our brand.”
The deal also includes trademark use rights and broadcast and online media elements, and BFNAT said it plans national advertising and consumer marketing programs and promotions.
