Bridgestone Americas Tire Operations and Major League Baseball Properties (have entered into a multi-year integrated marketing partnership that designates the Firestone brand as the first “Official Tire of Major League Baseball.” The agreement also marks the largest sports sponsorship for the 109-year-old Firestone brand outside of motor sports.
The agreement comes on the heels of a strong year for MLB, which saw the fifth-highest attendance figure in its history and the highest World Series TV ratings in five years. Under the agreement, Firestone will become the exclusive sponsor of in-stadium All-Star Game balloting. The Major League Baseball All-Star Game Balloting program is the largest of its kind in professional sports, with more than 20 million ballots distributed at the 30 Major League ballparks, each of which will have 25 home dates for balloting, and in approximately 100 Minor League ballparks.
Firestone will partner with MLBP via numerous additional promotional opportunities, including the title sponsorship of an officially sanctioned All-Star Week hospitality event and presenting sponsorship of a premiere attraction at MLB All-Star FanFest.
The sponsorship agreement also includes trademark rights and broadcast media elements. Firestone plans to support the MLBP partnership with an integrated marketing plan including national advertising and consumer marketing programs and promotions.