Bridgestone promotes winter tyres at world cup skiing events

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By Denna Bowman

Bridgestone tyres has signed a sponsorship deal with the Audi FIS Alpine Ski World Cup to help promote its wide range of premium winter tyres.

The European arm of the global tyres manufacturer 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.

Bridgestone will display its branding on start huts, gate flags and athlete singlets. It also plans to optimise its exposure with track-side signage, corporate hospitality and trade marketing programmes.

The aim of the sponsorship deal 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.

The sponsorship initiative is part of an integrated Europe-wide product and marketing approach to further strengthen Bridgestone’s growing winter tyre business.

Takashi Tomioka, Senior Vice-President Sales & Marketing of Bridgestone Europe, said: “The world’s top skiing series is a perfect platform for promoting the performance of Bridgestone premium winter tyres in Europe.

“This dynamic sport displays the same performance values as our products: control, balance, safety and grip.”

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