Bridgestone ices media spotlight as puck drops for New Year's Day outdoor NHL hockey
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Bridgestone scored some significant international publicity New Year’s Day as the puck fell at historic Wrigley Field for an equally historic outdoor hockey game between the Detroit Red Wings and Chicago Blackhawks.
The company’s brand was at center ice as title sponsor of the Bridgestone NHL Winter Classic 2009, airing across the continent on the NBC, CBC (Canadian Broadcasting Corp.) and RDS (Réseau des sports) television networks. (Last season’s outdoor-rink Winter Classic on NBC earned the highest U.S. ratings for an NHL regular-season game in more than a decade.)
More than 40,000 hardy fans were rinkside among Wrigley’s frosted-ivy brick walls under 32-degree temperatures in chilly Chicago – the wind speed was a brisk 18 mph – as the Red Wings clipped the Blackhawks 6-4. Detroit, the defending Stanley Cup champions, rallied to score twice in 17 seconds during the third period to ice the contest.
The temporary rink erected atop the Cubs’ playing field was positioned with the goals running from the first base line to third base line.
Bridgestone was showcased as the Official Tire of the National Hockey League (NHL) and the National Hockey League Players Association (NHLPA).
The NHL Network and NHL.com also provided extensive coverage and NHL Radio beamed the action to radio stations across North America.
As the title partner for the event, Bridgestone incorporated its logo into the official game and event promotions, including spots on NBC programming; camera-visible dasherboard placements of the Bridgestone logo; in-ballpark video spots and public address announcements, plus integration of the company’s tire lines throughout all of the NHL’s media outlets via video, print, online and radio.
“This visibility continues to build upon our already strong relationship with the NHL and is a great way to begin the New Year by reaching out to the affluent and loyal NHL fan,” says John Baratta, president of consumer replacement tire sales for Bridgestone Firestone North American Tire.
The contest between the Red Wings and Blackhawks was the 701st all-time meeting of “two of the NHL’s most storied franchises,” reports Phil Pacsi, Bridgestone Firestone’s vice president of North American consumer tire marketing. No NHL opponents have ever played more regular-season games against each other.
“The rivalry between the Blackhawks and the Red Wings is legendary,” says Baratta, creating “the perfect opportunity for Bridgestone brand exposure throughout North America and beyond.”
“This is a tremendous opportunity to build Bridgestone brand awareness,” Pacsi points out.
Serving as title sponsor for the Winter Classic is one of several exclusive hockey-related promotional opportunities for the company through a multi-year agreement with the NHL, such as sponsorship of the Bridgestone Greatest NHL Captains program – an on-line promotion on NHL.com that enables fans to pick the greatest captains in NHL history – as well prominent exposure in events like the Stanley Cup Playoffs, the NHL Entry Draft and the NHL All-Star Game.
For more information, visit www.bfusa.com.
