When the first athlete took to the slopes on 23 October 2013, the 2013/14 season of the FIS Audi Ski World Cup began – and Bridgestone was on board again. This is the third season the number one tyre and rubber manufacturer has sponsored the winter sport tournament, taking advantage of the extensive international media coverage as a communication platform.
Safety, control, grip and balance are crucial factors for success on the steep and challenging slopes of the Audi FIS Ski World Cup. They are also the basis for the excellent test scores Bridgestone winter tyres have earned on ice and snow.
To highlight this congruence between sport and product in its communications, during the 2013/14 season Bridgestone advertised along 16 racecourses in European winter sports destinations such as St. Moritz, Cortina and Kitzbühel.
Bridgestone not only secured a strong brand presence on starting numbers, banners and other innovative advertising media, but also was a popular photo opportunity for skiing fans from around the world with its eye-catching ‘Tyre Racer’ at world-famous racecourses like the ‘Streif’ and the ‘Corviglia’.
A record-breaking season
Season 2013/14 saw two nations dominate both the finish lines and the headlines: Austria – with Marcel Hirscher becoming the first man in 30 years to win the overall Alpine Skiing World Cup three times in a row – and USA – whose Ted Ligety won the decisive event at Lenzerheide to claim the Giant Slalom Globe despite being tied for points with Hirscher; and the 19 year old skiing sensation Mikaela Shiffrin, the youngest gold medal winner in the history of women's Olympic slalom who also won her second Crystal Globe as the slalom champion.
• Overall: Marcel Hirscher (AUT)
• Downhill: Aksel Lund Svindal (NOR)
• Super-G: Aksel Lund Svindal (NOR)
• Giant Slalom: Ted Ligety (USA)
• Slalom: Marcel Hirscher (AUT)
• Overall: Anna Fenninger (AUT)
• Downhill: Maria Hoefl-Riesch (GER)
• Super-G: Lara Gut (SUI)
• Giant Slalom: Anna Fenninger (AUT)
• Slalom: Mikaela Shiffrin (USA)
A commitment to safety in winter
Off the slopes, Bridgestone’s winter tyres are a guarantee for safe driving on winter roads. These outstanding product traits enjoy the trust of users worldwide, including the Italian, Finnish, Norwegian and German Ski Federations, who as partners relied on Bridgestone winter tyres to get their athletes and officials safely to the competitions and training sessions. By recruiting top German athlete Fritz Dopfer as a brand ambassador, Bridgestone further enhanced the impact of its event sponsorship, ideally leveraging the entire range of sponsorship options.
“Our commitment to the international ski circuit creates high credibility among our target demographic and clearly differentiates us from the competition,” said Jake Rønsholt, Director Corporate & Brand Communications, Bridgestone Europe. “Bridgestone invests heavily in the development of technologies to deliver peak performance. This is where we see the link to our sponsorship in the past and upcoming seasons. "
Bridgestone will rely on the qualities of safety, control, grip and balance again in the upcoming winter sports season. This year, the action starts again in Sölden, where the FIS Ski World Cup kicks off its exciting 2014/15 season.
About Bridgestone Europe
Bridgestone Europe (BSEU), with European headquarters in Brussels, Belgium, is a key regional subsidiary of Tokyo-based Bridgestone Corporation, the world’s largest manufacturer of tyres and other rubber products. Bridgestone Europe operates an R&D center, 8 plants and offices in more than 30 European countries, with over 13,000 employees. BSEU’s premium tyres are sold both within Europe and globally.
For more information about Bridgestone Europe please visit www.bridgestone.eu or find us on Facebook and Twitter.