Bridgestone is also the title sponsor of two of the hottest events in sports. More than 150 million people worldwide are expected to watch the
"Bridgestone Super Bowl XLIV Half Time Show on CBS on Feb. 7, starring The Who. It also will be title sponsor of the third "NHL Winter Classic," to be played Jan. 1 at Boston's Fenway Park, which has
quickly become a favorite with core and casual hockey fans alike. "It is not just a one-day game, but an event whose importance is being recognized more long-term by more fans, which has enabled us to
leverage the property," Pacsi says.
Janoff points out that Bridgestone's alliances are with sports leagues rather than individual athletes -- a seemingly sage decision given the Tiger Woods situation. Pacsi diplomatically responds that Bridgestone has considered cutting deals with individuals but "we felt that the league affiliations and the high-profile events were the position where we needed to be with the brand to get the overall umbrella effect."
advertisement
advertisement