Tokyo (October 1, 2024) - Bridgestone has decided and agreed with the International Olympic Committee (IOC) not to renew its current Worldwide Olympic and Paralympic Partnership agreement after its expiration at the end of 2024. The decision comes after an evaluation of the company’s evolving corporate brand strategy and its recommitment to more endemic global motorsports platforms.
Based on Bridgestone’s Corporate Mission of "Serving Society with Superior Quality," the company still strongly believes in the IOC's vision of " building a better world through sport" and the International Paralympic Committee (IPC)’s vision of "an inclusive world through Para Sport."
As a Worldwide Olympic Partner since 2014 and a Worldwide Paralympic Partner since 2018, Bridgestone has proudly promoted the power of sports and supported the journeys of athletes as they pursue their dreams. Strong collaboration with the IOC and IPC over the past 10 years has produced successful activities that helped Bridgestone engage employees and strengthen relationships with its customers and partners around the world.
Still believing in the power of sports, the company will carry that momentum forward through a greater focus on more endemic platforms where tire products can directly challenge performance, drive innovation, and create widespread value. Through reinforcement of motorsport, Bridgestone will commit to empowering each and all to achieve their best and being essential to the future of mobility by enhancing its position as a sustainable premium brand.
Through the “Bridgestone E8 Commitment,” Bridgestone is committed to helping realize a sustainable society by co-creating value together with employees, society, its partners, and its customers. The Bridgestone E8 Commitment consists of eight values that serve as the company's axis to drive management while earning the trust of future generations. The company’s strategic shift to more endemic global motorsports initiatives is designed to help further this commitment and advance developments towards sustainable mobility innovation.
