Conversations with Sponsors: Bridgestone Tyres to review sponsorship of Broken Hill dog racing
(Photograph: Gilles Munten)
CONVERSATION #9: BRIDGESTONE TYRES, AUSTRALIA
Bridgestone Australia is a subsidiary of Bridgestone Corporation—the world’s largest tyre manufacturer with a “global reputation as the tyre industry market leader”, according to Bridgestone’s public relations spiel.
Bridgestone Tyres was a sponsor of several dog races in New South Wales last year at the Broken Hill dog racetrack. Dog racing has yet to recommence in Broken Hill this year due to the COVID-19 pandemic, though it has continued in other locations throughout NSW.
91 dogs have died at tracks around Australia so far this year, with 23 of those deaths occurring at racetracks in NSW.
Asked about their decision to sponsor dog racing, and Bridgestone Australia company policies regarding the sponsorship of events involving animals, a spokesperson for the company’s Head Office distanced the brand from dog racing, stating that the racing sponsorship had been arranged without the brand’s knowledge or permission.
“Bridgestone Australia does not have any agreement in place with any greyhound racing organisation, and is not sponsor of the Broken Hill racetrack. As a company, our partnerships and sponsorships are managed on a national level. These partnerships can be found on our website: https://www.bridgestonetyres.com.au/our-way-to-serve
“While we operate company owned stores throughout Australia, the majority of our Bridgestone network is owned and run by independent franchisees and franchisors – many of which are highly engaged members of their local communities and engage in local area marketing initiatives such as local sponsorships in order to promote their businesses and generate business.”
“Unfortunately, this particular local sponsorship is not one that Bridgestone Australia was aware of and is an initiative of the local licensee that has been entered into without Bridgestone Australia’s knowledge or permission. This is a matter that we will looking into further.”