Under the terms of the agreement Bridgestone will be a main partner at the 34 World Cup Alpine Ski events in eight European countries – Austria, Finland, France, Germany, Italy, Slovenia, Sweden and Switzerland – during the 2011-2012 season.
The package features branding on start huts, gate flags and athlete singlets. Bridgestone plans to optimise this exposure with track-side signage, corporate hospitality and trade marketing programmes.
Bridgestone’s objective is to make a link between high performance winter sports and Bridgestone’s extensive range of premium winter tyres. Winter sports have a strong following in Europe and particularly the Alpine Ski World Cup has a wide European TV coverage.
Integrated winter tyre strategy
The sponsorship initiative is part of an integrated Europe-wide product and marketing approach to further strengthen Bridgestone’s growing winter tyre business.
Working closely with leading car manufacturers, Bridgestone has built up the winter tyre range with the latest winter technologies. The line-up now has tyres for all types of European conditions – from changeable, milder winters to severe Nordic conditions. Testing is carried out at Bridgestone Europe’s new winter proving ground at Vidsel, in northern Sweden, as well as in Hokkaido (Japan).
Strong product compatibility
“The world’s top skiing series is a perfect platform for promoting the performance of Bridgestone premium winter tyres in Europe” says Takashi Tomioka, Senior Vice-President Sales & Marketing, Bridgestone Europe. “This dynamic sport displays the same performance values as our products: control, balance, safety and grip.”
Note to the Editor:
European sales of winter tyres have increased strongly in recent years. Demand increased by around 20% in 2010 with Bridgestone sales increasing even faster than market demand.
About Bridgestone EMEA (Europe, Middle East and Africa)
Bridgestone EMEA, with headquarters in Brussels, Belgium, is a wholly owned subsidiary of Tokyo-based Bridgestone Corporation, the world’s largest tyre and rubber company. Bridgestone EMEA operates in more than 60 countries and has over 18200 employees. Across the region it has 14 tyre and tyre related plants, a major R&D Centre and a proving ground. Bridgestone EMEA’s premium tyres are sold in Europe, Middle East, Africa and globally.