A POWERFUL BRAND BEYOND TYRES
The Pirelli brand is an icon of technology and excellence. It is a name that stands for a premium, high-end style with Italian heritage all underlined by the company’s dominant position as a supplier to luxury car manufacturers. The fame of the Pirelli name and brand also stems from its involvement in many activities beyond tyre manufacturing. It has been involved in motorsports for more than 110 years, as well as sponsoring other sports such as the Italian football team Inter Milan, the Los Angeles Dodgers baseball team, the FIS Alpine World Ski Championship and the Ice Hockey World Championship IIHF. Pirelli is also taking part to a multi-year project which will lead to Luna Rossa’s participation in the next edition of the America’s Cup, set for 2021, as co-titled sponsor of the vessel. Pirelli is also active in the arts and culture through, the renowned Pirelli Calendar, the Pirelli Foundation and Pirelli HangarBicocca, one of Europe’s largest exhibition spaces for contemporary art. The company is also involved in numerous initiatives for the community. Indeed, the foundation of Pirelli’s brand ecosystem is consumer engagement beyond tyres. Its various activities include:
Providing tyres for the
Formula One™ World Championship
and more than 460 motorsports
championships for cars and MOTORCYCLES
Pirelli has been the sole supplier of tyres for the Formula One™ World Championship since 2011 and will continue in that role until the end of the 2023 season. The world’s top automotive competition, Formula One™ is an international showcase that reaches an annual audience of over 1.6 billion spectators. Pirelli supplies Formula One™ with approximately 1,800 tyres per race and about 40,000 tyres per year, including tests. Since 2019, the F1 tyres come in a range of five different compounds (of which C1 is the hardest, C5 is the softest). Three different colours - white, yellow and red – identify the slick hard, medium and soft tyre choices respectively so that spectators can identify the specific compound being used during a race. Cinturato Green Intermediate and Blue Full Wet are provided for wet conditions. In motorcycling, Pirelli has been the official supplier to the FIM Superbike World Championship (WSBK) since 2004.
Sponsorship is a way of defining the brand and engaging consumers. In football, Pirelli’s historic sponsorship of FC Internazionale Milano, known outside Italy as Inter Milan, helps strengthen brand awareness internationally and has seen increasing engagement in Asia. The company’s sponsorship of the LA Dodgers baseball team also builds international brand awareness. Sponsorships of the FIS Alpine World Ski Championships and the IIHF Ice Hockey World Championships are aimed at supporting the winter-tyre brand. In 2017, Pirelli was a sponsor of the Emirates Team New Zealand yacht that won the 2017 America’s Cup. Looking ahead, the company has signed an agreement with Luna Rossa Challenge for the constitution of a partnership aimed at the development of a multi-year project which will lead to Luna Rossa’s participation in the 2021 America’s Cup 1 as co-titled sponsor of the vessel. This is aimed at a prestige audience interested in high performance and innovation.
Pirelli created the Calendar in 1964 as a promotional tool with artistic and cultural connotations. Its attention to detail immediately helped to set it apart from the world of fashion and “glamour”. Since then, for more than 50 years The Cal™ has continued to mark the passing of time with images by the most highly acclaimed photographers of the moment – capturing and interpreting contemporary culture and often setting new trends. There have been a total 46 Pirelli Calendars, involving 36 of the world’s greatest photographers, all of whom felt honoured to be given one of the world’s great photographic assignments. Today The Cal™ is part of Pirelli’s brand positioning and image, reaching beyond the automotive sector and into luxury lifestyle, innovation, arts and the community.
Pirelli Design is an incubator of prestige projects that enhance Pirelli’s brand values of innovation, performance and glamour through the development of unique and iconic lifestyle products. Its goal is to leverage Pirelli’s technological knowhow in the development of design projects in collaboration with a select number of partners that represent excellence in their respective fields. For example, Pirelli has partnered with Roger Dubuis in watches, with Blossom to create skis and with Tecnorib on a range of P Zero speedboats.
One of the missions of the Fondazione Pirelli, or Pirelli Foundation, established in 2008, is the preservation of Pirelli’s historic and cultural heritage and the promotion of its corporate culture through local initiatives and exhibitions. It also collaborates with other cultural institutions.
Pirelli HangarBicocca is one of Europe’s major exhibition spaces. Founded in 2004, its goal is to promote and produce contemporary art. It embodies Pirelli's activities relating to culture and features photography, design, architecture, graphics, art and literature. Pirelli HangarBicocca helps to convey the Pirelli brand and its values within the art world and the field of contemporary culture through the quality of the projects, its artist collaborations, connections with noteworthy museums and collectors and the positive feedback received from critics and the media.
In 2018, all Pirelli’s major social media channels saw of Pirelli have seen a significant increase in the fan base. Pirelli’s presence on Facebook has reached over 2.5 million followers, with a growth of 14.5% over the previous year. Also on Twitter, the Pirelli accounts have seen an increase in followers, reaching more than 265,000 people, over 10% more than in 2017. A very important step forward was on Instagram, where Pirelli channels reach more than 566,000 followers, an increase, year-onyear, of 52%. Finally, there are about 18,000 followers of Pirelli on the main online video platform, YouTube, and over 348,000 followers on LinkedIn.
The success of the website www.pirelli.com, a Pirelli digital magazine launched at the end of 2015, has also been confirmed. In 2018, on the new digital communication platform, Pirelli published over 260 articles - on product, motorsport, culture and sustainability - gathering over 6.2 million visits, of which almost half were attracted through social networks and about 4.3 million unique users, an increase of 16.7% compared to 2017.
Pirelli is also the publisher of World magazine.