Bridgestone's Olympic Footprint Growing in 2017 -- Sponsor Spotlight

(ATR) Olympic TOP Sponsor Bridgestone relished a banner year in 2016 and greatly anticipates an equally prosperous 2017 in terms of its dedicated sports marketing efforts.

The Tokyo-based tire and rubber corporation initiates full global activation on Jan. 1 as part of its 10-year Olympic agreement, which was signed with the International Olympic Committee in June 2014.

Bridgestone was an official Olympic partner at the Rio 2016 Games, a first in the company’s 75-year history. The Bridgestone Group was also highly visible in 2016 as a sponsor of the National Football League’s Super Bowl, Indianapolis 500 motor race, the National Hockey League, marquee golf tournaments and less than two weeks ago signed a multi-year deal with golfer Tiger Woods.

Bridgestone America’s vice-president of sports marketing and events Phil Pacsi tells Around the Rings that Rio 2016 was a monumental step and the company looks forward to full global activation of its Olympic partnership on Jan. 1.

"It was an incredible move to sign that top sponsorship and Rio made it exciting with the fact that we were limited to four countries that we can activate in to slowly dip our toe into the Olympic water and it came out fantastic," Pacsi said during a phone interview with ATR from Bridgestone's U.S. headquarters in Nashville, Tennessee.

Bridgestone’s introduction as an Olympic partner meant its related activation in Rio 2016 was restricted to four countries – Brazil, Korea, Japan and the United States. According to Bridgestone, the Rio 2016 efforts and activities generated more than one billion impressions.

"We had great results in the four countries that we activated in and we’re rapidly working toward the global basis in PyeongChang for the first time," said the Bridgestone executive.

Worldwide activation should exponentially expand Bridgestone’s global footprint along the road to PyeongChang 2018 and Tokyo 2020.

"We’re going into the Winter Olympics really focused on how we can use those Games and continue to build brand recognitions that we achieved in Rio," Pacsi said. "You’ll see a natural tie to our winter tire products with our snow and ice Blizzak tires, that we sell globally.

"Tokyo is going to be huge for our company with our global headquarters in Tokyo, so we’re working on bigger and better things there," he said.

Bridgestone will also supply tire and related services to support the transport operations at each Games, including the vehicles for athletes, media and officials.

"Those Rings are pretty powerful and putting your brand in association with the Rings really puts you on an entirely different level with your respective markets," Pacsi said.

Tiger Woods Deal

Pacsi said the company’s new multi-year deal with 14-time major champion Tiger Woods will help elevate Bridgestone Golf – which offered an interactive fan zone at the Rio 2016 Olympic golf tournament – to new heights.

Woods will play the Bridgestone B330-S golf ball and serve as a brand ambassador, joining fellow PGA Tour standouts Fred Couples, Brandt Snedeker and Matt Kuchar, who won a bronze medal at the Rio 2016 tournament.

"We’re excited to have Tiger as a part of the Team Bridgestone golfers that we already have," Pacsi said. "His research looking at the different opportunities as he comes back into the sport, he chose the Bridgestone ball."

"Hopefully, it offers a boost in business as well."

Bridgestone NHL Winter Classic & PyeongChang 2018

Next up for Bridgestone is the NHL’s Winter Classic, an event that the company has acted as the title sponsor since 2009. The outdoor hockey game – which is staged in large baseball and football stadiums – has annually drawn record crowds as fans brave the winter elements.

The 2017 edition takes place in St. Louis on January 2nd. The hometown Blues square off against the rival Chicago Blackhawks.

Bridgestone has been the official tire of the NHL since 2008. Not surprisingly, the company is hopeful that the league will resolve differences with the IOC and send its top players to PyeongChang 2018.

"It’s important that we showcase the best on best players in the world," Pacsi said. "We would love to have the NHL players there, but understand it is also a huge risk for them.

"At the Bridgestone Winter Classic we’ll have an opportunity to talk to the commissioner so we’ll ask where they stand and when an ultimate decision will be made."

Written by Brian Pinelli

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