Olympic TOP sponsor Bridgestone has signed as a Presenting Partner of Eurosport’s multi-screen coverage of the Tokyo 2020 Olympic Games across Europe.
The deal makes Bridgestone the first such partner to be announced by Eurosport in the build up to the Games next summer.
The partnership between the Discovery-owned sports broadcast network and the world’s largest tyre and rubber company will see the organisations work together to engage audiences in 50 markets.
Eurosport’s marketing solutions and creative engine will collaborate with Bridgestone on programming and content through Tokyo 2020, supporting the brand’s ‘Chase Your Dream, No Matter What’ advertising message.
A centrepiece of the partnership will be sponsorship of the new Essential Olympic Stories series, which champions Olympians, and is intended to amplify Bridgestone’s values and Games association.
Referencing Bridgestone’s overarching advertising message, Thierry Jupsin, brands marketing director at Bridgestone EMEA, said: “This partnership is a unique opportunity to celebrate the upcoming Games, our shared values and inspire people of all ages and abilities to chase their dream and overcome any obstacles they face during life’s unpredictable journey.”
As the Olympic broadcaster in Europe, Eurosport will work with Bridgestone to associate its brand within its monthly ‘Road to Tokyo’ programming, which is now live across all Eurosport outlets starting with the Against All Odds series, part of Eurosport’s Olympic Channel partnership.
The campaign will build to associate Bridgestone with Eurosport’s live and on-demand coverage of the Olympic Games starting in July 2020.
As a Presenting Partner, Bridgestone will introduce Eurosport’s European morning programme and video-on-demand highlights. Bridgestone will also headline sponsor Eurosport.com and the Eurosport app where fans can follow all the latest coverage.
Finally, Eurosport and Bridgestone will create a dedicated brand takeover to engage fans around the big Games milestones, such as when there is 100 days to go before the Olympics and the Opening and Closing Ceremonies.
Bridgestone was previously a partner of Discovery and Eurosport’s coverage of Olympic Winter Games in PyeongChang last year. The first fully digital Olympic Winter Games across Europe reached a record 76 million people on Discovery and Eurosport’s digital and social platforms.
Discovery’s long-term partnership with the International Olympic Committee, announced in June 2015, included multimedia rights for 50 countries and territories in Europe, excluding Russia, up to the Olympic Games Paris 2024. Eurosport will be an Official Broadcaster in France and the UK in 2020 only.