If being the official supplier to a racing series is a double-edged sword, then being the sole supplier of equipment as essential as tires is doubly so.
Leaving aside the complexities of exactly what a four-edged sword would actually look like, being official tire supplier to MotoGP is a role that offers massive opportunities for raising the role of a brand, and having it associated with the most famous names in motorcycle racing.
It gets your brand name and logo in front of many tens of millions of race fans and motorcycle enthusiasts every weekend. It also sees your logo plastered all over just about every photo which appears in magazines and newspapers about MotoGP, as well as filling thousands of column inches on websites and in magazines.
If you had to pay for the same exposure – a concept known as equivalent advertising value – it would cost you many, many times the €25 million Bridgestone were rumored to have paid for the contract.
There is a downside, of course. It is extremely uncommon to hear riders heap praise upon your tires spontaneously. Bridgestone had to announce they were pulling out of the role as official supplier to receive the praise they deserved, riders immediately paying tribute to just how good their racing tires actually are.