Rio 2016 Sponsor Profile

TOP Sponsor — Bridgestone

TOP Sponsor - Bridgestone

The newest member of the TOP family, having signed in 2014, Bridgestone does not receive global Olympic marketing rights until 2017. For 2016, Bridgestone is only able to activate its sponsorship in Brazil, The Republic of Korea, Japan, and the U.S.

TV Ad Support

Bridgestone’s U.S. TV ads features Team Bridgestone athlete and former U.S. archer Khatuna Lorig, firing arrows into a Bridgestone’s DriveGuard tire to demonstrate its durability and reliability. Additional Bridgestone Americas’ Olympic advertising will run in the U.S. and Brazil as the Games begin.


Digital/Social Leveraging  

Bridgestone is using its social channels to tout its Olympic sponsorship through the use of Olympic imagery and trademarks, as well as showcasing the athletes the company has signed to be part of Team Bridgestone. Many posts compare the stability, confidence, and strength of Olympic athletes to Bridgestone products.

On-Site Activation/Presence

In Rio, Bridgestone will create a branded patio within the USA House, the venue used by the USOC to host guests and sponsors throughout the Games.


In the employee incentive area, Bridgestone has teamed with U.S. Olympic track & field legend Michael Johnson. The Bridgestone Retail Operations division—a 2,200-unit chain of automotive stores—is leveraging the partnership in a variety of ways. Johnson is part of an Olympic-themed sales incentive program, as well as a mobile training tour for employees and an exclusive trip to the USOC Training Center for top performers. Johnson also will be involved in the creation of a series of educational videos and other training devices. Employees who complete training courses become eligible to win Olympic-themed prizes.

Bridgestone has partnered with Transforma, the official education platform of the Rio 2016 Olympic Games. This partnership allowed Bridgestone to integrate Transforma’s education platform into two communities near its Brazilian manufacturing facilities. Bridgestone has used this platform to help create Olympic experiences for children in local public schools, instill Olympic values, and provide better educational tools and resources.

Bridgestone has put the Olympic Rings on its marketing materials and also is using Team Bridgestone athletes on promotional materials.

Bridgestone also has been involved in multiple Team USA promotional events, such as the Toast to Team USA presented by Bridgestone. This event was held in Los Angeles and was a celebration of Team USA athletes as they prepared to leave for Rio.

Athlete Partnerships

In the U.S., Bridgestone has signed current Olympians Meb Keflezighi (track & field/marathon); Aly Raisman (gymnastics); Kelley O’Hara (soccer) and Will Groulx (Paralympic cycling). It also has endorsement deals with former Olympians Lorig and Cullen Jones (swimming). Additionally, Bridgestone will continue to support pro golfers and current Team Bridgestone members Matt Kuchar and Stacy Lewis as they compete in Rio.

Internationally, Bridgestone Corp. has partnered with Japanese athletes Yuta Ikeda (golf), Kohei Uchima (cycling) and Ai Ueda (triathlon).

Additional Notes

Bridgestone has signed as a TOP partner through 2024.

TOP Sponsors

Click on the logos below to see the public-facing sponsorship activations of each sponsor.

Procter & Gamble

USOC Sponsors

Click on the logos below of the most noteworthy U.S. Olympic Committee sponsors to see the public-facing sponsorship activations of each sponsor.

24 Hour Fitness
BMW of North America
DeVry University
Dick’s Sporting Goods
Liberty Mutual Insurance
Milk Life
TD Ameritrade
United Airlines

Rio 2016 Organizing Committee Sponsors

Click on the logos below of the most noteworthy Rio 2016 Games sponsors to see the public-facing sponsorship activations of each sponsor.


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