Tire dealers carrying the Bridgestone and Firestone lines can expect continued links with golfing fans as Bridgestone has inked a five-year agreement to remain the Official Tire of the PGA Tour and the Champions Tour.
An integrated marketing campaign includes advertising on PGA television broadcasts and a strong Internet presence along with ads placed in golf magazines.
The PGA’s chief marketing officer, Tom Wade, points out that “this official marketing partner extension only strengthens the already well-established partnership between Bridgestone and the PGA Tour.”
“The PGA Tour and its fan base are a perfect fit for the Bridgestone brand,” says John Baratta, the company’s president of consumer tire sales for the U.S. and Canada.
The tire maker will continue to take its “Bridgestone Performance Park Expo” on the road at select PGA events “to help fans improve their drive on the road and on the fairway.” The exposition features the “Bridgestone Golf Ball Fitting Challenge,” which can guide players to a particular golf ball that maximizes their performance from tee to green by optimizing ball speed, launch angle and spin rates using a sophisticated “Science Eye” system.
“While fans are waiting their turn to find out which ball is best for their golf game, they can learn which Bridgestone tire is best for their own vehicle through a fun, interactive mini-golf course giving fans a chance to navigate different terrains,” Baratta notes.
Informational displays at each hole feature the Blizzak, Dueler, Potenza and Turanza tire lines, and flat-panel TVs will alternate showing golf tips from Bridgestone-sponsored PGA players and “It’s Bridgestone or Nothing”-themed commercials. In addition, company “brand ambassadors” will be on-site to distribute literature and answer questions.
Bridgestone and the PGA have also reached an agreement-in-principle to extend the company’s title sponsorship of the World Golf Championships-Bridgestone Invitational through 2014.
The tire maker first began sponsoring the Bridgestone Invitational in 2006, and the current title sponsorship agreement runs until 2010. The tournament is annually played at the Firestone Country Club’s South Course in Akron, Ohio. The 2009 edition was won by Tiger Woods for the seventh time.
“The event, thanks to the leadership and commitment of Bridgestone, continues to showcase the very best in professional golf to the world, all while bringing tremendous economic and charitable impact to Northeast Ohio,” says PGA Tour Commissioner Tim Finchem.
“This world-class event provides a tremendous boost to the economy in Northeast Ohio, generates significant contributions to local charities such as The First Tee, and gives us incredible global exposure for the Bridgestone and Firestone brands,” observes Mark Emkes, a member of Bridgestone’s board of directors and chairman, CEO and president of Bridgestone Americas, Inc.
For more information, visit www.bridgestone-firestone.com.
