Bridgestone ties up with Mumbai Indians as associate sponsor

"Bridgestone India Pvt Ltd, a subsidiary of Bridgestone Corp, has signed up as the associate-sponsor of the Mumbai Indians (MI)," the company said in a statement.

The tyre maker will be associated with a cricket team, starting with the fourth edition of IPL that will commence next month. It will continue to be associated with MI will 2014, it added.

"As it's our debut in the IPL, we believe that Mumbai Indians are a perfect fit for us to partner... We as a company would like to strengthen our involvement in India's most watched sport and be a part of the victory, we are sure Mumbai Indians will achieve this IPL," Bridgestone India Managing Director H Tanigawa said.

The company hopes that this tie up will offer a huge platform for the Bridgestone brand through on-ground cricket action and magnify the impact by reaching out to a larger audience, he added.

"During the tournament, the Bridgestone logo which highlights the slogan 'Your journey, Our passion' will be exhibited on the non-leading arm of MI team jersey," the statement said.

This is the first time that the tyre brand is associating with cricket in the country and has chosen Mumbai Indians for the association, it added.