Posted by: Dexz on: June 21, 2012
Bridgestone announced Tuesday that it has “restructured” its sponsorship agreement with the National Football League, keeping its larger relationship intact but relinquishing sponsorship of the halftime show.
It will be remembered that M.I.A. became a controversy during their 2012 half time show by showing disrespect through his middle finger as well as bad words uttered.
The company didn’t mention the controversy over M.I.A. in its announcement.
Bridgestone itself, however, strongly condemned M.I.A.
“What happened is the responsibility of M.I.A., and what happened during the show was, in our view, offensive and very unfortunate,” Dan MacDonald, vice president of community and corporate relations for Bridgestone Americas, told Ad Age in February. “We hold the artist responsible.”
According to CBS, ads are more than 50% sold for the 2013 game, which is a normal situation this far in advance.
However, General Motors, a long-running presence at the Super Bowl, says it will pass on 2013, suggesting the price makes it no longer cost-efficient.
Spots are said to be running $3.7-$3.8 million for 30 seconds