Bridgestone to End Olympic Games Sponsorship

Bridgestone has announced that it will not extend its Olympic and Paralympic Games sponsorship agreement after it expires at the end of 2024, an arrangement that was made with the International Olympic Committee (IOC).

It is noted that the decision was made due to changes in the brand development strategy, which will focus on supporting automotive competitions, which is more relevant to the tire manufacturer.

Bridgestone became a partner of the Olympic and Paralympic Games in 2014 and 2018, respectively, and the company emphasizes that they "proudly supported athletes on their way to their dreams," and cooperation with the IOC allowed for numerous events to strengthen relationships with customers and partners around the world.

In Bridgestone, they add that they "continue to believe in the power of sports," but will use platforms where they can directly demonstrate the effectiveness and innovation of tires, i.e., automotive events, to develop the brand. "By supporting motorsports, Bridgestone can be an integral part of the mobility of the future and strengthen its position as a premium brand," the company emphasized.

Earlier, two other Japanese corporations, Panasonic and Toyota, also announced the termination of Olympic sponsorship. The automaker indicated that the decision is related to the "growing politicization" of the Olympic Games.

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