By the wheelmaster

Formula One 2011 season, we will welcome Pirelli as a SOLE tyre supplier of Formula One replacing The Japanese’s Bridgestone, with 3-year contract in compliance with existing F1 sporting and technical regulations. Pirelli will supply six types of tyre :  four for dry weather, one for rain, and one intermediate tyre.

Pirelli becomes aggressive in the world racing scene.  Formula One will be added in its prestigious world-class race portfolio including  GP3 series, the World Rally Championship, the Rolex Sports Car Series in North America, the World Superbike Championship, and the Motocross World Championship.

As we all know this could be the most prestigious and $$$$$ deal in the motorsports sponsorship package. Even the giants like Michelin, Bridgestones or Goodyear all stepped out and said bye bye to the deal. For the three of them, the ROI of the sponsorship might not be that outstanding, in terms of branding. They all are well-known even in the emerging market which is the market Pirelli is now aiming to. I am pretty sure people in South America, Middle-east or Asia-Pacific, which are all areas frequently visted by Formula One, will hear of the tyre brand ‘Pirelli’ for the first time and that already a paid-off for the Milan-based firm.

I happen to know a person working with one of the big tyre firm who once supplied the tyres for the F1 teams. He was actually working in the R&D unit dedicated for F1. He admits that it was such a big investment with a tiny return. This dedicated team worked days and nights, spent all the resources for the tyres people do not use on the street. They cannot sell! Ok, it was a high recognition and big challenge for R&D of each tyre companies. Later this company stepped out, when they realised that their brand has way much more recognition than the brand ‘Formula One’ ! Ha !

We wish Pirelli a big success. I think their bright-yellow logo looks quite pretty on STR with Advanti wheels. Don’t you think??