It has been nearly two years since the Goodyear brand’s reintroduction to motorsport in Europe, and it is fair to say that operating in a pandemic was not part of the plan when this brand strategy was set out. Tyres & Accessories spoke to Ben Crawley, Goodyear motorsport director EMEA, about his experiences of the 2020 season. Goodyear re-entered European motorsport almost two years ago. While the brand on a global level has “never really been out of motorsport,” bearing in mind its six continuous decades of NASCAR in the USA, Crawley tells T&A that the thinking behind Goodyear’s reentry in more global series “fits into a wider brand rejuvenation” strategy. “We know we have this fantastic legacy and history in racing, and we want to be able to use that to reengage and provide some excitement for the brand and how we communicate the brand with consumers.” The motorsport strategy also coincided with Goodyear’s introduction of ultra-ultra-high performance (UUHP) Eagle F1 Supersport tyres, and “the natural synergies that come with high performance tyres for the road and racing.” Beyond the new product range, the “brand rejuvenation strategy includes the Blimp, racing, and broader advertising and marketing partnerships,” Crawley adds. Subscribers can view the video of this interview in the full version of this article.