Bridgestone Signs IOC Partnership
Japanese tyre brand Bridgestone has signed a new partnership with the IOC to become a top tier worldwide Olympic sponsor in a ten-year deal that will cover the summer Olympic Games in Rio and Tokyo in 2016 and 2020, respectively, as well as the 2024 event.
It was announced that Bridgestone has been given specific activation rights in Brazil, Korea, Japan and the US up until 2016, but then global rights from 2017.
Bridgestone becomes the official tyre of the Olympic Games, but will also hold category rights to seismic isolation bearings, which are used to protect structures from earthquake damage, and ‘non-motorised’ bicycles.
Bridgestone becomes the 11th company signed up as an Olympic TOP partner, the IOC’s highest worldwide sponsorship category.
Of the IOC’s ten other TOP partners, eight – Atos, Coca-Cola, Dow, GE, McDonald’s, Omega, P&G and Visa – are signed through to the Tokyo 2020 Games, while Samsung is contracted until 2016, while Panasonic is also signed up through to 2024.
IOC president Thomas Bach said of the deal: ‘The TOP programme is a truly global sponsorship programme, as it benefits all future Games organisers and all the National Olympic Committees and their athletes, ensuring that athletes from all over the world, and not just the largest countries, are able to compete at the Games.’
‘Indeed, the IOC redistributes over 90% of its revenues to the wider sporting movement. Bridgestone is a global leader in its field, and we are delighted to welcome the company to the TOP programme and are excited about the long-term commitment they have shown to the Olympic Movement.’
