(ATR) Bridgestone has gone global with its Olympic TOP sponsorship.
The Tokyo-based tire and rubber company extended its IOC partnership internationally on Jan. 1. Activation of initial rights were granted in Brazil, Japan, South Korea and the USA linked to the Rio 2016 Olympics. Its Olympic deal was inked with the IOC in 2014 and runs through the 2024 Games.
"While we're proud of our initial successes, in reality we have only just begun to leverage this universal platform to engage our worldwide teammates and expand Bridgestone brand awareness in key markets around the globe," said Bridgestone CEO Masaaki Tsuya.
"As a global company with founding roots and headquarters in Japan, there is an enormous opportunity with the next three Olympic Games being hosted in Asia.
"We look forward to reaching new winter sports fans worldwide, as well as continuing to explore new ways in which we can support the staging of the Games and its athletes - which is paramount to our partnership," he added.
Bridgestone’s worldwide Olympic agreement includes product marketing rights for the full range of tires manufactured by the company, as well as self-propelled bicycles and a variety of diversified products such as seismic isolators.
President Thomas Bach said the IOC was "excited to be partnering with Bridgestone on a global basis, and look forward to continue working closely with them to bring the Olympic spirit to life for athletes, fans and communities around the world through to 2024."
Bridgestone is also a Tokyo 2020 Paralympics Gold Partner and a founding partner of the Olympic Channel in August 2016 when it signed a four-year agreement to support the IOC’s new digital platform aimed at raising the profile of Olympic sports and athletes year-round.
Reported by Mark Bisson
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