Sponsor in focus: Pirelli


By Natalia Panteleeva | “We believe in moving everyone forward through technological and social progress, constantly pushing innovation in a cultured and considerate manner.” Such words are declared to the world by the Pirelli company. Let’s take a closer look at some of their work apart from making tyres.  

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Le Mans was over, but the racing world was in no hurry to leave France because of the Formula 1 Grand Prix. The full name of the event was “Formula 1 Pirelli Grand Prix de France”. Yes, Pirelli is the official sponsor of the French Grand Prix. Which races does a company like Pirelli choose to support, and why?

Pirelli is a multinational company based in Milan. It has been involved in motorsports for more than 110 years. Yes, that’s right, 110. It’s the fifth-largest car tyre manufacturer in the world (by revenue), stating that “the Pirelli brand is an icon of technology and excellence. It’s 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 famous Pirelli Tower (Italian: Grattacielo Pirelli) was one of the first skyscrapers that abandoned the usual block shape. Pirelli is currently the only supplier for the Formula 1 world championship since 2011. Their agreement is valid until the end of the 2023 season.

They are proud to provide tyres not only for the world championship of Formula 1 but also for over 460 motorsport championships for cars and motorcycles.

Pirelli was also the title sponsor of this year’s Сanadian Grand Prix. They are proud to provide tyres not only for the world championship of Formula 1 but also for over 460 motorsport championships for cars and motorcycles. The company is well-known for the fact that it participates in many activities beyond tyre manufacturing: it also sponsors other sports, such as football and baseball, skiing and hockey.

Pirelli is also involved in arts and culture. How can we forget the famous Pirelli calendar, which the world of motorsport looks forward to every year? Over the years, models and celebrities who have appeared in it include such impressive names as Alessandra Ambrosio, Gisele Bündchen, Naomi Campbell, Gigi Hadid, Monica Bellucci, Laetitia Casta, and Whoopi Goldberg.

But where does one find the point of intersection? And what can a tyre manufacturer, a world-famous calendar with glamorous photos, and a centre for the production and promotion of modern art all have in common? The answer lies on the surface. Italy. Italians have great respect for the culture. They know the value of their cultural heritage, considering it one of the main sources of wealth of the country. Love of beauty, art, and creativity they get from mother’s milk. Italians have a visual perception of the world. They have habits to know the world primarily through the eyes, through visual images, and this is a kind of worship of beauty. Subtle aestheticism and innate sense of taste are manifested in everything – this is what the initiatives of Pirelli are about.

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