CSR to be a key part of Rio Olympics campaign for sponsor Bridgestone

Tyre manufacturer and Olympic sponsor Bridgestone has told PRWeek it plans to use activities around the upcoming Rio games as an opportunity to showcase its ethical credentials.

Writing for PRWeek US, Paul Oakley, VP of comms for Bridgestone Americas, said the company was "working hard" to maintain the "delicate balance" of maximising the opportunities and "navigating the many varied hurdles facing Brazil, the Games, and all those involved".

He spoke of the "perfect storm" of challenges in Rio, "from political and economic crises to infrastructure and public-health concerns".

"Like all partners, we have been preparing for many months by closely monitoring events in Brazil, working with organisers and stakeholders behind the scenes, and setting up processes and protocols for internal and external comms," Oakley said. "We are also keeping our employees and hospitality guests informed. Creating a seamless and nimble team across management, marketing, and security that can adjust and react in real-time is paramount."

Bridgestone has Olympic marketing rights in the US, Brazil, Japan, and Korea this year, expanding to a global remit in 2017. Oakley said Bridgestone’s "integrated activation strategy" for the Games includes "soon-to-launch advertising, retail marketing, and digital campaigns, as well as robust athlete and hospitality programmes".

"Through our association with the Games, Bridgestone will show the world who we are and what we do, ignite pride among our 145,000-plus employees around the world and engage more deeply with those who rely on our products.

"We are also looking at these Games as an opportunity to showcase our company’s commitment to community service, social responsibility, environmental stewardship and sustainability – all tenets of the Olympic Charter and the International Olympic Committee’s Agenda 2020 that mirror Bridgestone’s core values."

The Rio Games runs from 5 to 21 August.

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