Bridgestone becomes title sponsor of FIA ecoRally Cup in multi-year support deal

The Bridgestone FIA ecoRally Cup allows production electric cars to compete on sustainability goals (Photo: Bridgestone)

Bridgestone has partnered the Fédération Internationale de l’Automobile (FIA) as the title partner for its sustainability focused competition. The tyre manufacturer has signed a multi-year support agreement for the Bridgestone FIA ecoRally Cup, which aims to address major environmental concerns and foster positive behaviour amongst competitors. The competition was created in 2006. It sees production, road-legal electric vehicles running without modification in regularity events.

Bridgestone will use the event as an opportunity to promote its flagship Enliten brand, a combination of multiple cutting-edge technologies targeting improved sustainability characteristics alongside safety and performance. It is also designed to ensure Bridgestone is prepared for rapid evolution in the car market, primarily with the introduction of EVs. Bridgestone said its involvement will lead to more engagement from FIA Member Clubs, a commitment of the brand to international motor sport, and a focus on road safety initiatives.

The announcement was made on 10 March in front of special guests and media at the Fuji Speedway Circuit in Japan. Tomoyuki Takagi, executive director of global marketing strategy, Bridgestone Corporation, revealed the new brand identity. He said: “We are proud to support the ecoRally Cup through partnership with the FIA. This partnership aligns with the Bridgestone E8 Commitment, our corporate commitment which accelerates our transformation to a sustainable solutions company. We aim to inspire excitement and spread joy to the world of mobility while striving to achieve the realization of a carbon neutral mobility society with our technologies and inititiatives like the FIA ecoRally Cup.”

Andrew Wheatley, director of FIA Rally Department, added: “We are pleased to have the long-term support of Bridgestone on the FIA ecoRally Cup project. This partnership will enable the event to reach new audiences through geographical expansion and raise the sustainability profile of the competition. Energy saving and responsible motor sport and mobility are central to the sustainability aims of the FIA.”