If motorsport could not do without manufacturers to exist, the reciprocal is also true. The links that unite these two universes are as strong as they are Ancian and have helped to create real images of Épinal over time. We think for example of the Dunlop gateway to the 24-hour circuit of Le Mans, Today inseparable from this legendary event, that of Michelin’s Bibendum, dragging in the paddocks like a rock star, or even with the Goodyear Blimp, used to flying over the routes of the most beautiful races.
If the tire in itself can go into the background, in the imagination of enthusiasts, the logos of the big brands of gum will necessarily have to handle with the roar of the engines. “Motor Sport has been registered in our genes. For more than 150 years that Pirelli has existed, competition has always been part of our history. It is an inseparable element of our journey” recall Mario IsolaMotorsport director of the Milanese firm.
“Mechanical sports are an integral part of our DNA has always,, confirms Bert VannesteDirector of Motorsport EMEA Marketing Operations in Bridgestone. The presence of the company in the race world dates back more than a century, since the victory of our Firestone brand in the very first Indy 500, in 1911. ”
If this common story has long appeared obvious, the context of recent years could have folded down the cards. The world evolves, the perception that the company has of the automobile too, and the question of associating its name with events that are actually or allegedly impacting for the planet could have arisen. But you have to believe that passion is stronger than these considerations.
A formidable showcase
Notwithstanding the context of car bachingmanufacturers continue to invest massively to support the biggest competitions. Pirelli began in 2025 its fifteenth season in formula 1. Firestone has been teaming up Indycar for more than a quarter of a century. Michelin has been present on Moto GP since 2016, until 2027 (date on which Pirelli will take over). Hankook has been displayed in WRC since this season and in Formula E since 2022, a competition where Bridgestone will succeed him from 2026…
And if these groups are still ready today to devote budgets evaluated in hundreds of millions in these partnerships, it is because returns on investment, although very difficult to assess, are multiple. “Motor sport is the ideal platform to promote our products. It is the best opportunity to highlight our high -end technologies as well as the high quality of our products” underlines Manfred SandbichlerMotorsport Europe Director of Hankook.
“Our involvement is used to both establish and assert our premium brand position touring a more sustainable future. But these competitions are also a showcase that allows us to promote our identity, the values that are dear to us, and the orientation that we want to give to the company” BERT VANNESTE BASE.
Push the limits of innovation
The image challenge would thus be a deciduous without the contribution of technologies and innovations intimately linked to this type of partnership. Between experimentation field and development laboratory, motorsport has historically played a big role in developing technologies later for the general public. Mario Isola gives as an example that of the Runflat, first imagined and then experienced on the circuits before being deployed in standard envelopes.
“Motor sport is a big challenge regardless of the disciplinesummarizes Manfred Sandbichler. In formula e, we are constantly learning in the development of our racing tires and all these lessons then serve us to the development of our ION range intended for consumers“.
“To excel in motorized sports, we must constantly push the limits of innovation. Those we are developing for our racing tires are found on the technologies that equip our consumer products. Indeed, it is thanks to the lessons that we draw from our motorized sports experience that we can permanently improve our design, our data, our technologies and our test protocols, which benefits the end of the day.” Explique Encore Bert Vanneste.
“Today, we are talking about materials, rolling resistance, the sound impact of tires, but all these issues have already been integrated for years in the work of our MotorSport teams. Very clearly, all our developments are much faster thanks to R&D that takes place in Formula 1” Congance Mario Isola.
While all manufacturers are involved in the creation of 100 % durable envelopes, by 2050 for the most part, the Sport Auto is ahead of this trend. The Ion range used by Hankok in Formula E is made up of around 35 % recycled materials. In the Bridgestone group, the Firestone tires equipping the Indycar have been composed for 2022 natural rubber from Guayule or even recycled plastics and palm oil residues.
More than a tire supplier
Consequently, it is precisely all this know-how, this expertise, this high technicality that manufacturers wish to enhance through the resonance fund offered by these competitions. Each of these platforms offers different opportunities in terms of technological development, long -term strategy or audience. “Also, we assess each opportunity to read our business strategy and the orientations of each of our brands” Affirme Bert Vanneste.
Mostly anticipated on the quality of their tires by the organizers, the manufacturers are demanding that the latter an equally important commitment to make their discipline shine. From this point of view, Pirelli welcomes the trajectory taken by Formula 1 since his acquisition by Liberty Media.
“Formula 1 has long been far from its audienceobviously ascertained Mario Isola. Liberty Media has done a lot to change this, but also to attract a new audience, younger, more connected, perhaps less passionate but always very interested. When you are a partner of an event, this kind of evolution is very important. We had said to Bernie Ecclestone (former big boss of the discipline) Upon our return. We are not only a tire supplier, but a full -fledged player in Formula 1. “
Failure is not allowed
The fact remains that, behind passion, failure is not allowed. And when it comes, the repercussions can be huge. That a car stops its race for an engine problem or for a puncture does not have the same impact. We will thus point much more easily to finger a manufacturer of tires than a partner manufacturer… Pirelli has made it bitter experience in 2022 in WRC with a series of problems throughout the season. Enough to annoy the pilots significantly and tarnish, at least for a time, its image.
While his group took over from the Transalpin in rally, Manfred Sandbichler admits that this type of misadventure can take place. “This is something that can happen every time in motorsport. Tires are high -tech products, used in absolute extreme conditions, and we are aware that something unexpected can happen every day. This is why, we put a lot of effort in the safety of our racing products to avoid any type of failure from the start. However, you can never know what will happen after the next turn.”
The risk of bad buzz will never be zero, but manufacturers master their subject enough to limit it. The passion is stronger and their commitment, reinforced by significant returns, does not seem to decrease.
This article is extracted from the newspaper of the tire n ° 189 of March-April 2025.
