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.

By Denna Bowman

Bridgestone has created a new range of tyres to help motorists cope with the unpredictable British winter weather.

With the much talked about cold snap, which saw snow fall in most areas of the country last week, many drivers in the UK are being warned to fit specialist winter tyres.

However, Bridgestone, which has recently launched the A001 Weather Control tyre, says that winter tyres are possibly not needed in the majority of conditions in the UK.

Andy Dingley, Communications Manager, for Bridgestone, said: “With 70 per cent of motorists not checking their tyres at all, driving on under-inflated tyres and 1 in 50 driving on both severely worn and severely underinflated tyres, we need to make sure that those people are still safe on the roads – but we also recognise that households are feeling the pinch and changing tyres every season is costly.”

Bridgestone’s Weather Control tyres can stay on a vehicle all year round. In winter, the tread pattern’s high-density siping has plenty of edge effect for controlled handling and braking on cold, frozen and snowy roads.

Additionally, a special silica compound provides strong grip in wet and wintry conditions, regardless of the temperature, ideal for UK weather conditions.

The Bridgestone A001 Weather Control has been developed for specific European regions and is suitable for moderate climates and wet, light winters such as the UK, Ireland, Belgium and Denmark.

The new Bridgestone A001 Weather Control is designed to give drivers in these regions a confident, safe driving experience all year round.

Dingley added: “Many motorists are being given inaccurate advice about winter tyres in this country, in fact a survey by Bridgestone at the end of last year discovered one in twenty families have sold the second car due to the recession.

“We feel that a balance must be struck where families can drive safely in all road conditions in the UK without breaking the bank, and Weather Control tyres could be that balance for many motorists.”

Bridgestone’s A001 Weather Control tyre is M+S marked (Mud + Snow) and rated as a snow tyre in most markets where winter tyres are required by law. The Bridgestone A001 Weather Control is available in 11 sizes to fit popular cars in the small and compact segments.

It’s a big night for Bridgestone tyres tonight as the New England Patriots take on the New York Giants in the 2012 Super Bowl.

Madonna is starring in the halftime show, sponsored by the tyres manufacturer, and of course there are the eagerly anticipated commercials aired during game time.

It’s the fifth time Bridgestone has sponsored the halftime show, and the whole spectacle will be seen by around 100 million people - which is why the organisers command the big bucks for the 30 second commercials.

Last year Bridgestone scored a hit with its “Karma” ad with the beaver was among the most popular with viewers, receiving a 97 percent rating on Fox Sports.

This year the company will be taking the opportunity to launch its new brand campaign, fittingly titled “Time to Perform,” during the game.

Approximately 36 ads will be shown and it is estimated that the ads sold for approximately $3.5 million each.

Denna Bowman, Head Office

By Denna Bowman

Bridgestone has extended its agreement to supply tyres to BMW Driving Experience, the business group that provides specialised training programmes to improve individual driver skills and safety.

The tyres will be fitted to the fleet of BMW 1-Series, 3-Series, X5 and X6 vehicles, in addition to the range of high-performance BMW M models.

In its previous form as BMW Driver Training, the programme put more than 50,000 motorists through driving programmes in Europe.

BMW Driving Experience now includes training courses for safety, snow and ice, the race track and professional driving, as well as BMW M Experience events, tours and customized driving experiences.

For Bridgestone, the programme fits perfectly with the company’s long-term strategic focus on safety, exemplified by Bridgestone’s leading position in the development of run flat technology.

Tom Fukuda, Senior Vice President of Bridgestone Europe Sales & Marketing, said: “BMW and Bridgestone share many of the same goals in terms of safety and sustainable motoring. This agreement with BMW Driving Experience adds another dimension to our growing partnership.”

The extension of BMW Driving Experience agreement further strengthens the long-standing partnership between Bridgestone and BMW in the development of high-performance tyres.

Bridgestone has grown to become BMW’s leading supplier of original equipment tyres and today provides Potenza and Turanza run-flat tyres across the whole BMW series range. More recently, eco-friendly Bridgestone Ecopia tyres have been supplied for the 1-Series and MINI Countryman.

Bridgestone Tyres UK has chosen the Midlands-based Acorns Children’s Hospice at its chosen charity for 2012.

Throughout the year the tyres company staff will be hosting a series of fundraising events including a monthly ‘Dress Down Friday’ day in aid of Acorns Children’s Hospice.

Established in 1988, the charity offers a care for terminally ill youngsters and their families, across the Midlands.

Acorns provides tailored nursing, emergency care and short breaks for the children at each of its three hospices across the region as well as continual support for their families from its highly trained Community Team.

Paul Lawrie, Human Resources Director at Bridgestone UK , said: “Supporting such as worthy cause is very close to many of our hearts within Bridgestone, and being based in the Midlands, it felt right we should support a local charity this year.

“In 2011 we raised more than £5,000 for our charity, we’re hoping to go beyond that this year.”

Denna Bowman, Head Office

By Denna Bowman

Punctured tyres are the bane of motorists lives, but now Bridgestone has announced it has developed a prototype that never goes flat.

The groundbreaking airless tyres use a special plastic resin that is weaved into a mesh of spokes that help to support the tread of the tyre and ensure it does not collapse under the weight of the vehicle.

The pattern of the spokes also plays a key part in assuring that it does not collapse, performing the function air pressure does in regular tyres, according to the report in the Daily Mail.

An added bonus is that the tyres resin is made of a plastic that can be repeatedly recycled and is therefore better for the environment.

According to Bridgestone, the ‘non-pneumatic’ tyre is at an early stage of development but it should eventually be available in retail vehicles.

The company unveiled its concept at the 42nd Tokyo motor show, which took place last month.

A Bridgestone spokesman said: “There is no need to periodically refill the tyres with air, meaning they require less maintenance.

“At the same the worry of punctures is eliminated.

“Non-pneumatic tyres have less impact on the environment than today’s conventional tyres.

“Bridgestone developed this technology with the aim of practical implementation.

“The concept tyre could prove to be a viable and more environmentally-friendly alternative to conventional tyres in the future.”

By Denna Bowman

Bridgestone has announced it has developed a revolutionary new printing technology which it is planning on bringing to market as soon as possible.

Until now, white rubber has been used on the sidewalls of tyres to manufacture white ribbon and white letter tyres. This process requires the use of large amounts of white rubber to prevent discoloration and to also maintain durability.

This conventional manufacturing process can also add additional weight to the tyre.

Bridgestone’s advanced tyre printing technology consists of the layer to protect from discoloration as the base, inks newly developed for this technology, and the layer to protect from external damages on the surface.

Through this new technology, Bridgestone can realise the more creative showcase of tyres while also considering environmental concerns such as fuel efficiency, without any additional weight to the tyre.

Bridgestone will continue to explore the many opportunities associated with this new tyre printing technology, including the concept of printing original customer designs or photographs on the sidewalls.

Bridgestone plans to quickly bring this tyre printing technology to market.

By Alex Kapadia

Ferrari have welcomed Hirohide Hamashima, the former director of motorsport tyre development for Bridgestone, to their Formula One team in a bid to help them get to grips with the Pirelli tyres.

Tyres expert Hamashima headed the Bridgestone operation while the company was the sole tyre supplier to the sport before it handed the role to Pirelli last season.

Now Ferrari have harnessed him to their technical line-up for the forthcoming season to strengthen the interaction between the team’s new car and Pirelli’s 2012 tyres, an area in which they struggled last year.

Team boss Stefano Domenicali made the announcement at a ‘Wrooom’ event in the Italian ski resort of Madonna Di Campiglio today.

He revealed that Hamashima will “head up a new project focusing on an in-depth assessment of an area crucial to performance, which is the interaction between the car and its tyres and he will also be our technical link to Pirelli”.

Domenicali added: “He knows the world of tyres. His knowledge is fundamental and we have used this occasion to strengthen our understanding in this area.

“Last year we were not that good in exploiting all the tyres we had in hand, so that is the reason why he has come into the team.”

Hamashima has extensive Formula One experience, having led the development of Bridgestone’s F1 tyres during their time in the sport between 1997 and 2010. The Japanese company worked closely with Ferrari in that period, helping Michael Schumacher to five world titles between 2000 and 2004.

By Denna Bowman

Bridgestone tyres has announced that it is bringing Madonna to perform in the annual Super Bowl Halftime Show on Sunday 5th February.

This year marks the fifth time the tyres manufacturer Bridgestone Americas has sponsored the Super Bowl halftime show.

The company will also take the opportunity to launch its new brand campaign, fittingly titled “Time to Perform,” during the game.

The Bridgestone Super Bowl halftime show is the most-watched musical event of the year. More than 162 million viewers in the US watched last year’s show. The Super Bowl and halftime show will be broadcast worldwide.

Madonna joins an esteemed list of recent halftime acts that includes The Black Eyed Peas, The Who, Bruce Springsteen & The E Street Band, Tom Petty and the Heartbreakers, Prince, the Rolling Stones, Paul McCartney and U2.

The multi Grammy Award-winning singer, is collaborating with a a creative team from Cirque du Soleil, Jamie King, and multimedia artists from Moment Factory, to create a signature performance for the show.

Former Formula One World Champion Kimi Raikkonen is gearing up to make a come-back two years after quitting the sport.

And the Finnish driver, who won the 2007 world title with Ferrari, sees getting grips with the new Pirelli tyres his biggest challenge.

Raikkonen, who quit F1 in 2009 and switched to rallying, will return to the sport driving for Lotus Renault, said: “I can’t wait to get behind the wheel.

“I am more motivated than ever and I don’t think I’ve lost any speed.

“Before my two years of rallying, I had 18 wins in Formula One. I feel like I’m coming home.”

After a 20-year absence, Pirelli came back into F1 last season to replace Bridgestone. The 32-year-old racer said: “The tyres will be the hardest thing, of course, but I’m not really worried.”

His arrival back on the grid will tie Sebastian Vettel - who dominated F1 this season - another former world champion to contend with.

Alex Kapadia, Operations Team

Read more: http://www.mirror.co.uk/sport/motorsport/f1news/2011/12/22/kimi-raikkonen-relishing-his-return-to-the-f1-action-115875-23652649/#ixzz1hsFxIMNg

e excited with his return to Formula One and feels that it’s like a home coming to him.
He also admits that he is more motivated than ever to hit the track. He said” I have had 18 Formula One wins before changing to rallying. I just can’t wait to get behind the wheels.”
Raikkonen considers driving with the new Pirelli tyres as his biggest challenge now. “The tyres will be the hardest thing, of course, but I’m not really worried,” he said.
With Raikkonen joining Formula One current champion Sebastian Vettel will have to face much more competition now.