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Firestone becomes Official Tire of MLB
New exclusive sponsor of in-stadium All-Star balloting
By Mark Newman / MLB.com
12/18/09 12:20 PM EST
Baseball fan Harvey Firestone joined forces with Henry Ford in the early 1900s to make rubber tires for newly popular automobiles, and in the summer of 1925 Firestone opened a ballpark in Akron, Ohio, for one of his employees. Soon enough it had a special guest: Babe Ruth, who supposedly played there in an offseason barnstorming tour.Over the years, Firestone and Major League Baseball have remained two of the most iconic and time-honored brands in America, and on Friday the two longtime friends formally became partners for the road ahead. MLB and Bridgestone Americas Tire Operations announced they 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, which marks the largest sports sponsorship for the 109-year-old Firestone brand outside of motor sports, comes on the heels of a strong year for MLB despite a rocky economy -- featuring the fifth-highest overall attendance figure in its history and the highest World Series television ratings in five years to cap soaring postseason viewership.
"This relationship with MLB brings together two iconic American brands. Aligning the 109-year-old Firestone brand with America's national pastime is a great combination," said John Baratta, president of consumer tire replacement sales, BATO. "MLB has a vast and loyal fan base who demand a great performance from their clubs and great value from the products they support. These fans are a perfect fit for the Firestone brand."
"Firestone is a proven leader in their industry as well as one of the truly renowned brands in America," said Tim Brosnan, executive vice president, business, Major League Baseball. "We are proud to welcome Firestone into the MLB family and look forward to bringing our fans and their customers closer together through exciting and innovative programs."
Under this agreement, Firestone will become exclusive sponsor of the in-stadium portion of All-Star Game balloting. The overall Major League Baseball All-Star Game Balloting program is the largest of its kind in professional sports, including more than 20 million ballots distributed at the 30 MLB ballparks, each of which will have 25 home dates for balloting, and in approximately 100 Minor League stadiums.
One of those Minor League ballparks where fans will punch Firestone-branded paper ballots will be Canal Park -- Akron's 12-year-old home for the Indians' Double-A Aeros affiliate in the Eastern League. That original Firestone Stadium is still in use today, home to the Akron Racers team in the National Pro Fastpitch women's softball league.
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.
"This is a tremendous opportunity to elevate the Firestone brand to new heights of consumer awareness and visibility," Baratta said. "To be able to partner with a sport as dynamic and successful as baseball opens up a new world of possibilities to continue to strengthen our brand loyalty, bolster our marketing support for our family of retailers and reach out to millions of new consumers who are loyal to MLB and its prestigious roster of official sponsors."
Baratta said in an interview with The New York Times that "the demographics of MLB mirror the U.S. population closer than any other sports entity."
Firestone reportedly is in the process of producing two baseball-themed TV spots for 2010.
Mark Newman is enterprise editor of MLB.com. This story was not subject to the approval of Major League Baseball or its clubs.
