The World: Detroit - Bridgestone tyres in deal to sponsor Super Bowls

Bridgestone Firestone, the tyre manufacturer, has signed a deal with the National Football League to sponsor the next two Super Bowls.

The agreement will give the company a showcase during the half-time shows. An estimated 140 million US viewers watched this year's big game, and between 95 per cent and 98 per cent of them watched the 12-minute Pepsi-sponsored half-time show which featured the pop star Prince.

"This is an unprecedented opportunity to showcase the Bridgestone brand to the world," John Gamauf, the president of Bridgestone's tyre replacement sales unit, said.

Bridgestone negotiated separately with Fox, the Super Bowl broadcaster, to buy a pair of 30-second slots in which to break new commercials.