Farther Afield

NEW YORK Last October, the National Football League inaugurated its international series in London’s Wembley Stadium to a sold-out crowd. For title sponsor Bridgestone Firestone North American Tire, the game between the New York Giants and the Miami Dolphins was an introduction to global marketing.

The competition, known as the Bridgestone International Series, provided several marketing platforms for the sponsor: advertising units on Sky TV, on-air billboards during the telecast, pre-game tune-in spots the week before and advertising the day of the game.

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