Bridgestone marking Firestone's ties to 100th anniversary of Indy 500; But tire maker's future supply support of IndyCar series uncertain.

Byline: Kathy McCarron

Bridgestone Americas will celebrate Firestone Tires' long affiliation with the Indianapolis 500 as it commemorates the race's 100-year anniversary May 29--while at the same time seemingly dragging its feet on whether to continue its association with the IndyCar series after 2011.

Bridgestone failed to notify the Izod IndyCar Series by the Dec. 31 deadline of its intention to continue to supply Firestone tires to the series after its contract expires at year-end 2011. Firestone has been the sole tire supplier since the start of the 2002 season.

Al Speyer, executive director for Bridgestone motorsports, told Tire Business that Bridgestone is still reviewing its motorsports program and still talking with IndyCar officials about "how and if" they will continue the supply agreement.

If Firestone leaves IndyCar, the series will have to search for a new tire supplier. Goodyear is the only other tire maker to participate in the series since it was founded in 1996.

"Right now we're focusing on 2011," Mr. Speyer said. That includes commemorating the Indy 500 race's centennial at the Indianapolis Motor Speedway and Firestone Tire's participation in 62 of the 95 races held, including the first race in 1911. (The Indy 500 event was suspended during the World Wars).

The tire maker's biggest project is the filming of a documentary of Firestone's history at the Indy 500. The film will feature racing legend Mario Andretti, who also serves as a Bridgestone spokesman, and other drivers discussing their experiences at the "Brickyard."

Mr. Speyer said the company would like to see the documentary aired on television, but nonetheless the video can be used as a promotional tool for dealers and customers to "give them a sense of pride."

Other Bridgestone projects related to the anniversary include:

* A relaunch of the Firestone brand website with a dedicated racing section, with the company also "fine-tuning" its Internet social networks;

* Commemorative ads listing the 61 Indy 500 winners who drove on Firestone tires. Internet ads will encourage viewers to guess the 62nd winner on Firestone tires in the May 29 race at the Indianapolis Speedway. Thereafter the 62nd winner will be included in commemorative print ads after the race;

* Television spots will offer 60-second highlights of Firestone tires at the Indy 500;

* Redesigned uniform shirts will be issued to the teams. Mr. Speyer said it hasn't been decided if the shirts will be available beyond the race track; and

*Bridgestone's top customers and guests at the Indy 500 will have an opportunity to ride around town in antique cars dating to the early 1900s.

The Nashville-based tire maker also will run its usual ads spotlighting race winners at other IndyCar venues during the season and offer hospitality gatherings for local dealers and customers at various IndyCar races as well as MotoGP races for which the Bridgestone brand is a supplier.

As for the future of Bridgestone's motorsports program, Mr. Speyer would only say that "we are continually looking at our options."

Bridgestone makes the race tires for IndyCar and the companion Indy Lites series at its technical center in Akron.

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