Goodyear announces another return to motorsport and will become the new sole tyre supplier to the British Touring Car Championship (BTCC) from 2020.
The decision comes with a view to enhancing Goodyear’s brand within the motorsport and ultra-ultra-high-performance (UUHP) segments. 2019 witnessed Goodyear’s return to these segments with the launch of its Eagle F1 SuperSport range of road tyres and successful return to International sportscar racing in the FIA World Endurance Championship (WEC).
Goodyear has chosen the BTCC for the next step of its racing comeback as it provides a strong platform for demonstrating tyre technologies on a wide range of saloon cars. It further provides the right marketing platform to reach high-performance car enthusiasts in many countries.
Motorsport Director at Goodyear, Ben Crawley, explains the move: “The recent launch of Goodyear’s Eagle F1 SuperSport range and relaunch into motorsport shows how the brand is applying itself to a broader range of initiatives within the ultra-high-performance automotive sector.”
The decision to become the sole tyre supplier to BTCC forms part of a broader strategic marketing plan for the company and Ben elaborates: “The BTCC is one of the best-loved, most famous motor racing championships in the world and it will provide a great opportunity for Goodyear to get close to the hearts and minds of motorsport enthusiasts. We are thrilled to be partnered with the championship from 2020.” Alan Gow, BTCC Series Director, commented: “Goodyear has a proud and proven history in motorsport, spanning multiple decades and championships. They provide knowledge from a global programme of racing experience making them a strong partner for the championship going forward. It also gives Goodyear the ideal opportunity to further increase their brand awareness via the UK’s largest motorsport championship. We are looking forward to welcoming the brand into the championship from 2020.”