2 Oct 2024
Japanese group to tap into “more endemic platforms where tire products can directly challenge performance”
Tokyo – Bridgestone will not renew its current worldwide Olympic and Paralympic partnership agreement after its expiration at the end of 2024 in order to intensify focus on motorsports.
The decision comes after an evaluation of the group’s corporate brand strategy and its recommitment to global motorsports platforms, Bridgestone announced 1 Oct.
Having been as an Olympic partner since 2014 and a Paralympic partner since 2018, Bridgestone said it ‘still believes in power of sports’ but would shifts if efforts to “more endemic platforms where tire products can directly challenge performance.”
By reinforcing its motorsport initiatives, Bridgestone said it would be enhancing its position as a ‘premium brand’ and play an ‘essential role in the future of mobility’.
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