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Bridgestone Drops Super Bowl Halftime

  • Ad Age, Wednesday, June 20, 2012 8 AM

Bridgestone Americas, the tire maker that has sponsored the Super Bowl halftime program since 2008, said Tuesday it has opted to change the terms of a long-running sponsorship pact it has with the National Football League. Bridgestone will still be "Official Tire of the National Football League," but will focus on promotional messages about the performance of its tires throughout the NFL season, the company said. And the company will likely stay as advertiser during the Super Bowl.

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