Land and sea
Since 1872, the Pirelli name has been inextricably associated with tyres – and of course this will continue for many more years into the future. But as well as forming a key part of the automotive world, Pirelli’s famous logo is seen in association with many other sporting events, through a series of high-profile sponsorships that tell a story beyond tyres.
Often, this doesn’t even involve solid land. One of the latest agreements is with Emirates Team New Zealand in the 2017 America’s Cup: the most prestigious yacht race in the world. Based in Bermuda this year, the America’s Cup is the oldest trophy in international sport, pre-dating the modern Olympic Games by 45 years.
New Zealand has won the America’s Cup four times; underlining the fact that every sponsorship agreement that Pirelli takes part in is a symbol of success and control over the elements. That’s why the Pirelli logo is on the rudder, guiding the ultra-sophisticated yacht securely to its destination.
Another key example is Pirelli’s sponsorship in winter sports, with the Italian tyre firm backing not only the Alpine World Ski Championships all the way to 2021, but also the individual teams from Italy and Switzerland, as well as the Ice Hockey World Championships.
Both these high-profile engagements serve to highlight Pirelli’s range of ultra high performance winter tyres: putting the driver in charge, however hazardous the conditions.
And one of the longest sponsorship associations in football is the one between Pirelli and Inter Milan, which has been in place since 1995 and last year was renewed for another five seasons.