Pirelli is supplying tyres to the Formula One World Championship for a three-year period between 2011 and 2013. The FIA (Fédération Internationale de l'Automobile), the Teams, represented by FOTA (the Formula One Teams Association), and Formula One's organising body (FOM – Formula One Management) chose Pirelli as their exclusive supplier, based on the specific proposals made to guarantee technical and operational stability to the competitors.
Pirelli's return to Formula 1 also has a firm eye on the future. Indeed, research into innovative new tyre developments, in full collaboration with the teams, is a vital part of this exciting programme.
Pirelli is continuing to make important investments in corporate communications, in order to make the most of the high profile and cutting-edge technology that goes hand in hand with supplying Formula 1. This campaign principally helps to support Pirelli's increasing profile in emerging markets: Latin America, the Middle East and Asia Pacific, which are all areas frequently visited by Formula 1.
The company’s involvement in Formula 1 thus represents an important driver in terms of adding value to the Pirelli brand and contributing to the company’s commercial growth, without impacting upon any of its economic or financial plans. Indeed, the global visibility guaranteed through extensive media interest in Formula 1, together with dynamic plans to leverage Pirelli's involvement in an activity central to its core business, provides a unique opportunity for the brand to maximise its return on investment.