Bridgestone to continue ski sponsorship

Bridgestone Europe indicates that is sponsorship of the Audi FIS Alpine Ski World Cup events will continue in the 2012/13 season. The company will thus 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 supplement its sponsorship branding package on start huts, gate flags and athlete singlets with high-visibility track-side signage and local marketing programmes.

“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” said Tomohiro Fukuda, senior vice-president, Sales and Marketing, Bridgestone Europe.

Results from Bridgestone’s first season in the Alpine Ski World Cup are said to have exceeded Bridgestone’s expectations in media coverage, business networking opportunities and marketing activation, and have given its range of premium winter tyres higher point of sale impact. “This partnership has built a clear connection between high-performance Alpine Skiing World Cup and Bridgestone winter tyres” Fukuda commented. “This dynamic sport displays the same performance values as our products: control, balance, safety and grip.”