A POWERFUL BRAND BEYOND TYRES
The Pirelli brand is known as an icon of technology and excellence. It is a name that stands for a
premium, high-end style with an 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 multiple activities beyond tyre manufacturing. It has a record of 110 years supporting motorsport, it sponsors multiple sports – from the Italian football team Inter Milan and America’s Cup winner Emirates Team New Zealand, to the Los Angeles Dodgers baseball team – and it has a commitment to the arts and culture represented by the 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, Pirelli’s brand ecosystem is centred on 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 bikes
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 2019 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 1,700 tyres per race and a total of 45,000 tyres per year, including tests. The tyres come in a range of seven different compounds (of which five are slicks, one is wet and one intermediate). Each compound is identified by a different colour so that spectators can see which tyres are being used during races. This initiative gave rise to the 2017 launch of Pirelli’s Color Edition tyre – available in more than 3,000 Pantone™ shades, so also covering the seven F1 colours
In the motorcycling field, Pirelli has been the official supplier to the FIM Superbike World Championship (WSBK) since 2004.
IN CONSUMER TYRES
Sponsorship is a way of defining the brand and involving consumers.
In football, Pirelli’s historic sponsorship of FC Internazionale Milano, known outside of Italy as Inter Milan, helps strengthen brand awareness internationally and has seen an increasing amount of 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. Sponsorship of the Emirates Team New Zealand yacht that won the 2017 America’s Cup 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. A total of 44 Pirelli Calendars have showcased the work of 34 photographers, all of whom felt honoured to be handed one of the world’s great photographic assignments.
Today The Cal™ is part of a brand positioning and image of Pirelli that continues to reach beyond automotive and into luxury lifestyle, innovation, arts and the community.
Pirelli Design is an incubator of prestige projects that enhance Pirelli brand values of innovation,
performance and glamour through the development of unique and iconic lifestyle products.
Its goal is to leverage Pirelli’s technological know-how in the development of design projects in collaboration with a select number of partners that represent excellence in their respective areas of business. 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 2009, 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’s historic and cultural heritage
Pirelli HangarBicocca is one of Europe’s major exhibition spaces and was founded in 2004 with the goal
of promoting and producing contemporary art. It embodies Pirelli's activities relating to culture and
features photography, design, architecture, graphics, art and literature.
HangarBicocca helps to convey the Pirelli brand 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 order to provide end consumers with the opportunity to live the full Pirelli experience, the group has started opening prestige outlets of which P Zero World in Los Angeles was the first in 2016.
Pirelli’s social media reach was 88.3 million in the first quarter of 2017, a threefold increase on the same period in 2016.
Pirelli’s social media reach was 88.3 million in the first quarter of 2017, a threefold increase on the
same period in 2016.
Its fan base is also growing. It has 2.1 million fans on Facebook, 288,000 followers on Instagram, 221,000 followers on Twitter, 233,000 followers on LinkedIn and 11,300 visitors on YouTube. All those figures showed an increase in 2016.
Above all, social media has driven traffic to the website, pirelli.com, Pirelli’s digital communications platform launched at the end of 2015. It has hundreds of articles and videos related to products, motorsports, business, culture and sustainability.
The site received more than 3.3 million visits in 2016 and about 2.5 million unique viewers, of whom more than half arrived through social networks – a tenfold increase in the conversion rate in the year to 2017.
In addition, Pirelli’s Diablo Super Biker app has been downloaded more than 630,000 times. Pirelli is also the publisher of World magazine.