Bridgestone has extended its contract with the Audi FIS Ski World Cup for the coming winter seasons. The world’s largest tyre and rubber company will sponsor 17 world cup events in 7 countries during the 2016/2017 European season. This season will be the 50th anniversary of the Audi FIS World Cup.
As a sponsorship activity, the results of last year’s involvement have beaten our expectations. It has had a great impact in terms of contacts, media value generated and brand visibility.
First race 22 October 2016
The new World Cup season starts with the Ladies’ and Men’s Giant Slalom in Sölden, Austria on 22nd and 23rd of October, and Bridgestone will be there.
At this event and 16 subsequent races, thousands of spectators and millions of TV viewers across Europe will see the Bridgestone name on start huts, gate flags, competitors’ bibs, course and finish panels.
Jake Rønsholt, Managing Director, Consumer Business Unit, Bridgestone Europe explains: “We have seen over the previous seasons that this partnership is a perfect fit. The Audi FIS Ski World Cup is a top event and the ideal match for Bridgestone premium winter tyres. Drivers in winter face the same challenges as these top alpine skiers: they need the best possible control, grip and safety.”
Sponsorship of the Audi FIS Ski World Cup is the winter arm of Bridgestone’s EU safety campaign which stresses the vital role of tyres as the “only safety system of your car that actually touches the road.”
Time to change to winter tyres!
The start of the Audi FIS Ski World Cup season also means it’s time for European motorists to make the switch to winter tyres. More and more motorists are aware that winter tyres provide much better braking, handling and safety in all types of winter conditions. Tests show that on ice and snow summer tyres can take more than twice the distance to stop than winter tyres!
See the difference between summer and winter tyres:
Calendar for Audi FIS Alpine Ski World Cup:
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.