During the dog days of August you’re more likely to hear talk of simmering summer temperatures or the hottest baseball team ready to make a run for the playoffs, but Bridgestone’s management has been busy icing its role as title sponsor of the National Hockey League’s annual outdoor game on New Year’s Day.

The company is also designated as the Official Tire of the NHL and the National Hockey League Players’ Association.

The 2010 Bridgestone/NHL Winter Classic will face-off at Fenway Park – home of the Boston Red Sox – as the Boston Bruins host the Philadelphia Flyers.

“We can’t wait for the puck to drop,” says John Baratta, the company’s president of consumer replacement tire sales. “Having this year’s Winter Classic in Fenway Park, one of the truly iconic venues in sports, will only add to the excitement level and fan interest surrounding this year’s event,” he points out, noting how the popular outdoor hockey contest “provides great exposure for our Bridgestone brand.”

The 2009 edition, played at Chicago’s Wrigley Field, drew 41,818 fans to the historic ballpark while attracting 5.6 million North American television viewers.

“A unique event deserves a unique venue, and we are delighted the Bruins and Flyers will renew their rivalry with the ‘Green Monster’ providing the backdrop,” says NHL Commissioner Gary Bettman.

According to Red Sox principal owner John Henry, “We can’t wait to see Fenway Park full of people and energy in December and January.”

For more information, visit www.bridgestone-firestone.com.