IOC: Bridgestone (tyres) will not renew its "Top" global partnership after 2024

Bridgestone, a tyre and rubber company, will not renew its global partnership with the International Olympic Committee (IOC), which expires at the end of 2024, according to the Japanese group on 01/10/2024.

Bridgestone has been a global Olympic partner ("Top" marketing programme) since 2014 and as a global Paralympic partner since 2018.

"Strong collaboration with the IOC and IPC over the past 10 years has produced successful activities that helped Bridgestone engage employees and strengthen relationships with its customers and partners around the world," explained the group, which, along with five other sponsors, had acquired additional visibility rights during the Paris 2024 Paralympic Games, including on-field signage at competition venues.

"The decision (not to extend its partnership) comes after an evaluation of the company's evolving corporate brand strategy and its recommitment to more endemic global motorsports platforms... where tyre products can directly challenge performance, drive innovation, and create widespread value," added the Tokyo-based group.

Bridgestone to partner…