At its best democratic and cross-cultural, sport not only brings people together, but also pits them against others from distant places and different backgrounds. People who, for reasons of geography, might otherwise never have the opportunity to meet. It is precisely through sport that communities are made at all levels. What emerges is a unique form of capital – tangible, emotional and historical – kept alive through the passion of fans, the talent of athletes and the courage of investors.
So it's no surprise that Pirelli has always sought and cultivated a deep relationship with athletes, teams and elite sporting events as a way to foster this capital, promote sharing and disseminate positive values.
Pirelli's connection to sport is deeper than it may at first appear. It began in 1907, 35 years after the company's inception, when the Itala car driven by Prince Scipione Borghese, journalist Luigi Barzini and mechanic Ettore Guizzardi finished the Beijing-Paris race on Pirelli tyres. Ever since, the Pirelli brand has stood shoulder to shoulder with the champions and teams making history in every sport – and not just motorsports.
Worthy of mention are sailing and the Luna Rossa, the Brazilian footballer Ronaldo photographed from behind with arms outstretched above Rio de Janeiro, and US athlete Carl Lewis running in red high-heeled shoes. Also Adolfo Consolini, Adriano Panatta and Diana Bianchedi, iconic figures in athletics, tennis and fencing respectively and legends of both Italian and international sport. All these exceptional athletes – plus others too numerous to mention – have forged enduring partnerships with Pirelli or its associated brands, deepening a connection that extends far beyond a mere business arrangement. Over time such partnerships can evolve into something truly special, worthy of a place in popular memory and indeed helping to define history itself.
A great way to delve into this remarkable story is to browse through L'officina dello sport (The Sports Workshop), a book that showcases the most important advertising campaigns created by Italian and international designers for Pirelli, featuring athletes as their stars. Adorned with illustrations by Lorenzo Mattotti, it features iconic drawings and photographs, reconstructing the creative processes behind the images and slogans that have truly marked an era. A prime example is the enduring slogan La potenza è nulla senza controllo (Power is Nothing Without Control).
Another excellent option would be to visit the new immersive exhibition of the same name at the Pirelli Foundation, beating heart of the company's headquarters in the Bicocca district of Milan. Within shared spaces alongside the Pirelli Historical Archive, housing over four kilometres of documents, including photographs, sketches and technical drawings, visitors to L'officina dello sport (The Sports Workshop) can explore a series of interactive installations that delve into the partnerships and moments that helped forge an unbreakable bond between Pirelli and the world of sport.
Today it is well understood that in selling a product or service, companies fashion a link to their history, image and values. From this perspective, the enduring connection between Pirelli and sport serves as a kind of endorsement and stamp of reliability. The company's collaboration with teams, drivers, engineers, managers, mechanics, coaches, footballers, sprinters and countless other athletes has allowed Pirelli to build and define an identity rooted in a culture of hard work, continuous improvement and the pursuit of excellence. Such qualities, in the case of Pirelli, are expressed through research, technological innovation and the growth of social capital. Inside the company, as on the field, as on the track.
