Bridgestone Americas, Inc. is leveraging sponsorship to bring it’s “Clutch Performance” narrative to life.

The subsidiary of Tokyo-based Bridgestone Corp. is promoting the message through its four sports marketing platforms: the National Football League, the National Hockey League, the PGA Tour and the Olympics.

The goal of the campaign: Tell the story of how Bridgestone tires perform when it matters most, just like top-tier athletes.

“Clutch performance weaves through every sport we’re involved in. We talk about how our tires deliver performance you need in a clutch, like a professional football player, hockey player, golfer or Olympic athlete,” said Phil Pacsi, Bridgestone Americas Tire Operations vice president of sports, events marketing & training.

Bridgestone, which launched the “Clutch Performance” campaign around the 2017 NHL Stanley Cup Finals, is bringing the narrative to life via on-site activations, retail executions and digital and social media.

And the campaign is heating up. Bridgestone this week will mark the 100-day countdown to the 2018 Olympic Winter Games in PyeongChang, South Korea with an integrated marketing campaign that features the company’s five Team Bridgestone athletes and the clutch performances in their personal and professional lives.

Team Bridgestone includes Elena Meyers Taylor (bobsled), Nathan Chen and Ashley Wagner (figure skating), and Amy Purdy and Evan Strong (para snowboarding).

Bridgestone teased the campaign earlier this month with a TV commercial called “Winning Performance” that debuted during NBC’s coverage of the ISU Grand Prix of Figure Skating’s Rostelecom Cup in Moscow.

The TV ad—which shows Wagner going for a spin off the ice to demonstrate the handling of ultra-high performance all-season Bridgestone Potenza tires—will run through the 2018 Winter Olympic Games.

Bridgestone will promote “Clutch Performance” and Team Bridgestone athletes with additional executions in November and December. That includes point-of-sale materials, promotional items, Olympic-themed content on and social media.

Bridgestone Corp. in 2014 announced a 10-year partnership with the International Olympic Committee. Bridgestone activated the 2016 Rio Olympic Games in Brazil, Japan, South Korea and the United Sates, an effort the company credits with driving awareness and engagement among hundreds of millions of people.

Bridgestone and the IOC this year announced an expansion of the partnership to include global marketing rights through 2024.

Bridgestone launched the “Clutch Performance” campaign towards the end of the 2016-2017 NHL season with four social media videos that featured Nashville Predators defenseman P.K. Subban discussing how he steps up during a game’s toughest moments.

Bridgestone created the campaign to leverage the buzz around the Predators’ first appearance in the Stanley Cup—and the first Stanley Cup Finals in Bridgestone Arena.

Bridgestone in September extended the campaign to the NFL with an integrated marketing campaign that features former coach and ESPN Monday Night Football analyst Jon Gruden. The campaign includes a TV ad entitled “Pep Talk” that plays up the performance of Bridgestone DriveGuard tires and a series of digital shorts that include tongue-in-cheek videos of Gruden delivering inspiring messages for everyday situations.

The company also brings the narrative to life via on-site activations that allow fans to demonstrate their performance under pressure. That includes hitting a hole-in-one on a golf simulator at the World Golf Classic—Bridgestone Invitational to taking a slapshot at the Bridgestone NHL Winter Classic.

Bridgestone Americas sponsors country music festivals and motorsports on behalf of its Firestone brand. Firestone has served as the official tire of the Verizon IndyCar Series for 16 seasons; it is IndyCar’s sole tire supplier and recently extended its partnership, making it the only tire used on the track through 2020.