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Bridgestone, the largest manufacturer of tyres in the world, challenged the hps group to find a fresh way to engage sports fans across Europe.

  • 138

    feature articles

  • 131,744

    web page views

  • 1,000


  • 50,000

    YouTube views

Bridgestone was the official tyre supplier to the MotoGP, the premier motorcycle racing World Championship. Despite these unquestionable credentials, Bridgestone was yet to find a way to maximise the marketing potential of this sponsorship opportunity, hence enlisting the multi-disciplined expertise of the hps group.

The answer was right under their noses; not only was Bridgestone the official tyre supplier to the MotoGP but Valentino Rossi, the charismatic MotoGP World Champion, was a brand ambassador.

Joining the club

Our big idea was Bridgestone Club 46, Rossi’s race number – something that would instantly resonate with MotoGP fans. We designed the Club 46 logo and built a microsite to host a series of competitions with the chance for winners to meet their hero at the track. We produced online films, press advertising, PR, web pages and other promotional assets with eye-catching results.

– 131,744 unique user web page views

– Over 1,000 shares

– 138 features across 22 countries

–  Free media worth over €185,000

–  Over 50,000 film views on YouTube

And to top it all, the crew from Breakfast of Champions found the charming and down-to-earth Valentino Rossi a pleasure to work with throughout. Who says nice guys finish last?


Bridgestone is thrilled to be giving motorbike fans the opportunity to experience a MotoGP race first hand and to meet Valentino. We certainly look forward to making this a moment to remember for all the winners!

Jake Rønsholt, Bridgestone Europe



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