Eurosport has signed Bridgestone as its "presenting partner" for February's Olympic Winter Games in South Korea.
As part of the deal, Bridgestone will be given what the broadcaster describes as a "prominent position" across all of its platforms and screens from TV and on-demand, to social media and digital services.
Eurosport says it will give Bridgestone maximum exposure to millions of Olympic fans across 50 European markets.
The campaign will launch this month and adverts air on Eurosport and Eurosport Player.
Bridgestone is sponsoring the ‘Home of the Olympics’ section and the PyeongChang news and results pages on the Eurosport website and mobile apps, and on social media Bridgestone will sponsor daily results posts by Eurosport.
“Eurosport is bringing innovation to Olympic Games storytelling,” said Jonathan Davies, managing director, advertiser partnerships, Discovery Networks International and Eurosport. “We’re proud of the innovative ways that we’ve worked with Bridgestone to fully integrate its brand into one of the biggest global sporting events in 2018, to engage with our passionate fans and deepen Bridgestone’s special connection with the Olympic Games.”
Thierry Jupsin, director brands marketing at Bridgestone added, “The sponsorship partnership with Eurosport is a great fit for our brand and will elevate our association with the Olympic Movement and Europe's highly engaged communities.”