Bridgestone Scores with over $895,000 in Broadcast Exposure at 2010 Winter Classic
You could not go anywhere in Boston on New Year’s Day without seeing signage for the 2010 Winter Classic between the Philadelphia Flyers and the Boston Bruins. From the official hotel to Fenway Park, activation for this year’s Winter Classic was a huge success but none more so than for title sponsor Bridgestone.
The game aired on NBC and Bridgestone received over eight minutes of broadcast exposure via 50 total sequences. According to Front Row Analytics, a subsidiary of Philadelphia-based sports and entertainment firm Comcast-Spectacor, Bridgestone received approximately $896,000 in media value.
“Being part of such a well executed event can bring great exposure to a company. Bridgestone was able leverage their sponsorship in order to gain optimal media exposure across all outlets, which will ultimately help their advertising and promotional efforts tremendously due to the great brand recognition they have now created” stated Eric Smallwood, VP of Project Management for Front Row Marketing Services.
The majority of Bridgestone’s exposure came from verbal mentions, rink or dasherboards, and on-screen graphics. With signage located throughout the city, fans who went to the game, or those who sat and watched from home were made aware of who held the title as main sponsor for the outdoor hockey haven.
The execution of the annual event was seamless as even Westin hotel staff wore uniforms with this year’s logo, with Bridgestone sitting boldly underneath. Bridgestone signs and logos decorated the inside of the ball park while Fenway Park staff, security, and NHL staff could be seen walking the streets and around the park during the day of event wearing their uniforms also sporting the Bridgestone logo for all to see.
The Bruins took the two points with an overtime goal by Marco Sturm but Bridgestone and the Boston Bruins were both winners at this year’s Winter Classic, and both will attract an audience for some time after such a great game.
About Front Analytics
Front Row Analytics is the sponsorship evaluation and measurement arm of Front Row Marketing Services. Front Row Marketing Services, a subsidiary of Comcast-Spectacor, is based in Philadelphia, PA with offices in or near Detroit, MI; Portland, ME; Kansas City, MO; Cleveland, OH; Miami, FL; Orlando, FL; Des Moines, IA; Loveland, CO; San Jose, CA; Vancouver, BC; London, ON; and Birmingham, UK. Front Row generates incremental revenue for public assembly venues and stadiums, sports teams and municipalities through the marketing and sales of naming rights, advertising/sponsorships, exclusive product and vendor rights agreements, premium seating and hospitality features. The company currently develops incremental revenue for over 35 accounts.
Comcast-Spectacor (comcast-spectacor.com) is the Philadelphia-based sports and entertainment company which owns the Philadelphia Flyers (NHL), the Philadelphia 76ers (NBA), two Philadelphia arenas, the Wachovia Center and Wachovia Spectrum, four Flyers Skate Zone community ice skating and hockey rinks and Comcast SportsNet Philadelphia. In addition, Comcast-Spectacor is also the principal owner of Global Spectrum, the fastest growing firm in the public assembly management field with more than 80 facilities throughout the United States and Canada; Ovations Food Services, a food and beverage service provider; New Era Tickets, a ticketing and marketing company for public assembly facilities; Front Row Marketing Services, a commercial rights sales company; and 3601 Creative Group, a full-service in-house advertising agency. In a partnership with Disson Skating, Comcast-Spectacor annually produces 10 nationally televised figure skating spectaculars on NBC.