This follows a successful first season, where strong media coverage, corporate hospitality and local marketing activation helped promote the Bridgestone range of premium winter tyres and give it a higher impact at point of sale.
This season, Bridgestone is a main partner at 37 World Cup Alpine Ski events in 8 European countries: Austria, Finland, France, Germany, Italy, Slovenia, Sweden and Switzerland.
Strong support for winter tyres
Bridgestone surprised at the opening event in Sölden, Austria, on 27th-28th October 2012 with the unveiling of a striking statue of a downhill skier made of tyres. Artist Mirko Siakkou-Flodin worked with 45 Bridgestone tyres to evoke the skier’s strength, determination and muscle tone in full skiing motion. The 2-metre high, 500 kilogram statue has appeared at several FIS alpine ski events this winter.
“We wanted to dramatize the close association between the control and performance of Bridgestone winter tyres and top-level Alpine skiing.” said José-Enrique Gonzalez, Director Consumer Products and Sales Support, Bridgestone Europe.
For both Alpine Ski and Bridgestone winter tyres, the main criteria for excellence are control, balance, safety and grip. Furthermore, considering the championship season opens at the time for changing over to winter tyres in Europe, this partnership becomes all the more compelling.
Bridgestone has included in its sponsorship branding package: bibs, start huts and gate flags with high-visibility panels on course and in the finish area, and local marketing programmes in support of the Bridgestone winter tyre line-up.
Official MotoGP tyre supplier
In parallel, Bridgestone continues its partnership with MotoGP, the pinnacle of world motorcycle racing. 2013 marks Bridgestone’s 12th year of involvement with the MotoGP circuit and its 5th as exclusive Official Tyre Supplier to MotoGP. In this role Bridgestone continues its mission to develop and supply safer race tyres with superior warm-up performance and rider feedback.
From track to street
Success in MotoGP has brought enormous benefits to Bridgestone’s range of road tyres, including the two latest additions to the Battlax line-up: the S20 Hyper Sport with its large contact area and high grip level; and the new Sport Touring T30 with quick responsive handling and good line-holding to put the pleasure back in touring. “The design of the Battlax S20 and the compound technology of the T30 are derived directly from Bridgestone MotoGP experience” says Vincent Van Houtte, Senior Manager Motorcycle Tyre Products, Bridgestone Europe.
The year 2013 also sees 9-time world champion Valentino Rossi extend his agreement with Bridgestone Europe to act as Motorcycle Tyre Development Adviser, an activity independent from his participation in MotoGP.
As under the previous agreement, Valentino Rossi and Bridgestone will work together to promote the passion of motorcycling to bikers and enthusiasts throughout Europe, directly supporting the Bridgestone ‘track to street’ concept.