By Denna Bowman
Bridgestone will sponsor the majority of the Audi FIS Alpine Ski World Cup events in a bid to boost brand awareness for its premium winter tyres range.
The German tyres manufacturer will be a main partner at 34 World Cup Alpine Ski events in nine European countries – Austria, Finland, France, Germany, Italy, Slovenia, Norway, Sweden and Switzerland – during the 2011-2012 season.
The deal offers them branding on start huts, gate flags and athlete singlets and Bridgestone plans to optimise this exposure with track-side signage, corporate hospitality and trade marketing programmes.
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.
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.
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 Bridgestone’s products: control, balance, safety and grip.