Bridgestone retains NHL Classic sponsorship for the next 5 years

Apparently, it really is Bridgestone, or nothing.

Bridgestone recently inked an agreement with the NHL, NHLPA, and Hockey Hall of Fame to become the trio’s official tire up until 2015.  This agreement also ensures that we’ll see the Bridgestone name on hockey’s most intriguing event, the winter classic, until at least mid-way through the decade.

Bridgestone gets its logo into the official game and event mark, on-air title broadcast rights from all of the league’s broadcast partners in the U.S. and Canada (NBC, CBC and RDS); branded promotional opportunities on NBC coverage of the game; camera-visible logo placements; TV spots on arena video monitors and PA announcements. Bridgestone also gets brand placement throughout all NHL media properties, including video, print, online and radio, per the NHL.

Beyond the Winter Classic, Bridgestone’s “Official Tire” status gives it promotional access on NHL Face-Off, the Stanley Cup Playoffs, NHL Draft, NHL Awards and the NHL All-Star game, per the league. The NHLPA side of the deal gives the tire maker use of NHL Player rights and images.

The company will support the league’s media properties, including NHL.com and NHL Network, various NHL clubs and by advertising on NHL telecasts in Canada and the U.S. Finally Bridgestone will sponsor the Mark Messier NHL Leadership Award Presented by Bridgestone, and the Bridgestone Mark Messier Youth Leadership Award. (via )

As far as sponsorship goes, I’m first off happy to see that Bridgestone is willing to get into a multi-year sponsorship deal.  Coming out of the recession, a lot of sponsors were still gun-shy, signing one year deals, as they were trying to gauge the state of the economy.  Bridgestone’s 5-year deal signifies what I hope continues to be a move back to normalcy.

Furthermore, it shows the strength of the NHL product.  The NHL really is an attractive commodity, with their ability to control all of its own content across North America, although it always seems as if their missing that one spark; a television deal, the right team markets, etc. to really see exponential growth.

For those wondering, the deal was brokered Richards Sports and Entertainment, a division of Richards Group, Dallas, Bridgestone’s AOR.