The CEO of Bridgestone Americas told Nashville business leaders this week his company will maintain sponsorships of high-profile sporting events, even despite drastic cost-cutting and layoffs.
The Nashville-based tire company has laid off more than 500 workers this year at its plant in LaVergne which is partially shutting down.
CEO Mark Emkes says plant closures are never pleasant, but he has other facilities to think about.
“I think we have a responsibility to do everything we can within budgetary means to sell the products that we produce, which is why we continue to be involved with sports marketing because it does help us sell tires.”
Bridgestone has deals with the NFL, NHL and PGA Tour. Emkes says the company has recently consolidated marketing dollars to sponsor events like the Super Bowl half-time show. He says the big buys have increased brand recognition where lower-profile sponsorships didn’t.
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