Apr 4, 2008

Bridgestone Forges Hockey Partnership

The National Hockey League (NHL) and the National Hockey League Players’ Association (NHLPA) have announced a new global multi-year partnership with Bridgestone Firestone North American Tire, LLC (BFNT) and Bridgestone Firestone Canada Inc. (BFCA), in which the Bridgestone brand will serve as the “Official Tire of the NHL, NHLPA and the Hockey Hall of Fame.”

As part of the agreement, the NHL will grant Bridgestone rights to the league’s trademarks and provide numerous exclusive promotional opportunities throughout the NHL season and beyond. Among the events that will see Bridgestone/Firestone participation include the Stanley Cup Playoffs, NHL draft, NHL award show and the 2009 NHL all-star game. In addition, the Bridgestone brand will be designated as one of four associate sponsors of the international NHL Premiere series.

“This is a terrific opportunity to position the Bridgestone brand with a premiere sports league with a large and very loyal fan base,” said Phil Pasci, vice president of consumer tire marketing, BFNT. “By partnering with the NHL, the NHLPA and the Hockey Hall of Fame, we see enormous potential to connect hockey fans across the world with our message: For drivers who want to get the most out of their cars, it’s Bridgestone or nothing.”

The Bridgestone brand will leverage its status as the exclusive tire of the NHL by supporting its NHL and NHLPA partnership with advertising on NHL telecasts in Canada and the U.S., as well as supporting various NHL clubs. Through its partnership with the NHLPA, Bridgestone’s efforts will include the use of player images and select player appearances in connection with advertising executions, premiums and point-of-sale materials. The Bridgestone brand will also be a sponsor of the NHLPA’s annual Golf Classic.