It is a well-known fact that Bridgestone does not stint itself in its Formula One commitment. For instance: The number of tyres carted to every race is 2,640 in two different compounds for dry and three different compounds for wet weather. Together with the costs of research and development plus marketing/advertising (which definitely accounts for the highest expenditure) it may amount to a nine-figure sum. In this context one has to ask: Cui bono? Or: Why do the Japanese involve themselves in Formula One at all? The current market share of the tyre giant in Europe is estimated to be about twelve per cent, therefore leaving room for further growth. And what would be more suitable for a Far Eastern tyre group keen to catch up in the lucrative European market than its omnipresence in the most important motor racing event worldwide (only in USA Formula One is met with relatively little interest)? When all is said and done: twelve of the 16 races are run on European soil. Takeshi Uchiyama, Managing Director of BS/FS Europe, describes his company’s objective, “We are determined to raise our global brand awareness”.To put it simply: If the Bridgestone logo is clearly visible every fortnight adorning streamers, bridges, vehicles, overalls, drivers’ caps and, last but not least, all the tyres, that must sooner or later penetrate the memory or consciousness of the mass media public. Ideally it also raises significantly the image of the brand as a low-profile quality tyre. And once this perception takes hold and people’s high opinion is tranferred to other segments, this reputation will not only benefit the high-performance segment but also other types of tyre.