Heythorp, UK – Bridgestone UK’s tire division has eschewed “more commonplace” sports, such as football and motor sport, and opted for golf as the main sponsorship vehicle for its products including the new DriveGuard runflat for the replacement market.
At an 8 Feb publicity event at Heythorp Park Resort in Oxfordshire, the company announced a three-pronged sponsorship package comprising:
- Official partner of the European Tour’s British Masters golf event, supported by Sky Sports, 13-16 Oct, hosted by tour golfer Luke Donald at The Grove,
- Headline sponsor of the Bridgestone Challenge, a Challenge Tour event, at Heythrop Park from August 25 to 28,
- The creation of the Bridgestone DriveGuard Trophy, an amateur championship in association with England Golf.
“The decision to embark on a high-profile golf sponsorship represents a significant change from more commonplace sports partnerships in the tire industry,” said a Bridgestone press statement.
The sponsorship package represented a “significant investment,” according to Farrel Dolan, Bridgestone’s north region consumer sales and marketing director, though he declined to give any further details.
The marketing boss emphasised the potential of the amateur DriveGuard Trophy event, which is targeted to reach up to 1,900 clubs and 650,000 players – men, women and juniors.
“One of the great draws for us was the ability to get to the grass roots and 650,000 golfers,” Dolan commented. “We will be able to give something back to a great sport like golf.”