By Denna Bowan
Bridgestone tyres is continuing its sponsorship of Alpine Ski World Cup events – a sport which shares the same performance values as its products.
The tyres manufacturer believes strong media coverage, corporate hospitality and local marketing activation surrounding the sport have helped to promote its premium winter tyres in Europe.
Tomohiro Fukuda, Managing Director Consumer Business Unit, Bridgestone Europe, announced: “This partnership has built a clear connection between high-performance Alpine Skiing World Cup and Bridgestone winter tyres.
“This dynamic sport displays the same performance values as our products: control, balance, safety and grip.”
Bridgestone Europe, which will continue its sponsorship in the 2012/2013 season, will be a main partner at 35 World Cup Alpine Ski events in eight European countries – Austria, Finland, France, Germany, Italy, Slovenia, Sweden and Switzerland – starting in October 2012.
As in the previous season, Bridgestone will add to its sponsorship branding package on start huts, gate flags and athlete singlets with high-visibility track-side signage and local marketing programmes.
Fukuda added: “As well as building up the image of Bridgestone winter tyres, the Alpine Skiing World Cup event sponsorship has further strengthened Bridgestone’s growing winter tyre business.”
Results from Bridgestone’s first season in the Alpine Ski World Cup exceeded the expectations in media coverage, business networking opportunities as well as the marketing activation, giving Bridgestone’s range of premium winter tyres higher impact at the point of sale.