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A adept sponsor of the Super Bowl halftime appearance is giving up its admired roost.



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Bridgestone Americas, the tiremaker that has sponsored the Super Bowl halftime affairs back 2008, lending its ad abetment to aggregate from Tom Petty singing “American Girl” to rapper M.I.A. aflame a average feel during a achievement by Madonna beforehand this year, said Tuesday it had autonomous to change the agreement of a long-running advocacy alliance it has with the National Football League.



While Bridgestone will abide to be accepted as the “Official Tire of the National Football League,” it intends to “shift its focus” from abetment the halftime affairs to reinforcing promotional letters about the achievement of its tires throughout the NFL season, the aggregation said. It is acceptable to abide as an advertiser during the Super Bowl.

“Plans are actuality accomplished for a aerial akin of customer activation that will accommodate the befalling to bigger affix with consumers by accouterment them with absolute admission to above NFL contest from the offseason to the Super Bowl,” Bridgestone said in a statement.



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The change came as Bridgestone continued a advocacy alliance it has with the NFL through March 2016. Bridgestone has been an NFL sponsor back 2007.

The company’s about-face takes abode afterwards the best contempo Super Bowl halftime appearance generated some altercation — the aboriginal time the much-watched accident had done so back Janet Jackson apparent allotment of her breast on CBS in 2004. In this year’s halftime event, rapper M.I.A. aloft her average feel and accurate a profanity that NBC was clumsy to block admitting a time delay.

“What happened is the albatross of M.I.A., and what happened during the appearance was, in our view, abhorrent and actual unfortunate,” Dan MacDonald, VP-community and accumulated relations for Bridgestone Americas, told Ad Age in an account in February. “We authority the artisan responsible.”

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Bridgestone accustomed about 20 emails of complaint, said Mr. MacDonald at the time, a abate bulk than it has in years back the halftime appearance featured almost controversy-free musicians.

The Nashville aggregation now feels that overextension out its promotions beyond the NFL division “makes acceptable business faculty at this point,” said Philip Dobbs, arch business officer, Bridgestone Americas, in a able statement.

The Super Bowl halftime appearance was already accepted for a added sanitized cast of entertainment. In its 1985 iteration, an Air Force ball assemblage of dancers and added performers offered up riffs on the affair “World of Children’s Dreams,” and the 1976 advertisement featured Up With People adulatory the American bicentennial with a affairs themed “200 Years and Just a Baby.”

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The abstraction of accepting a abetment sponsor was alternate at first. In 1979, Carnival lent its name to a Caribbean-themed halftime program, but a advocacy petered out afresh until 1989, back Diet Coke lent its name to a appearance alleged “Be Bop Bamboozled in 3-D,” which came complete with 3-D effects. The abstraction appears to accept amorphous in ardent in the aboriginal 1990s, back the NFL approved to put on a bigger affairs to annihilate distractions from battling networks who weren’t assuming the bold but aggravating to counterprogram adjoin it during halftime.

In 1995, for instance, Oscar Meyer presented a concert starring Diana Ross. Back that time, E-Trade, Progressive , AT&T Wireless, Ameriquest Mortgage, Sprint Nextel and others accept sponsored concerts by U2, Shania Twain, No Doubt, Paul McCartney and The Rolling Stones. AOL, touting a faster acceleration for its online service, was the sponsor of the 2004 affairs featuring Janet Jackson.

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