Partnership Connecting the Virtual and the Real
The news that Sumitomo Rubber Industries has become the official tire partner of Gran Turismo 7 and the Gran Turismo World Series is noteworthy not only for automobile enthusiasts but also from the perspectives of the gaming industry and brand strategy. In particular, the fusion of the globally beloved Gran Turismo series with the DUNLOP brand, which boasts over 130 years of history, represents a new form of marketing that bridges the digital and the real.
R.I.S.E. 2035 and Global Brand Expansion
This initiative is part of Sumitomo Rubber’s long-term business strategy, R.I.S.E. 2035. In 2025, the company will acquire DUNLOP trademark rights in Europe, North America, and Oceania, thereby establishing a system for unified global expansion of the DUNLOP brand.
By showcasing DUNLOP on the global platform of Gran Turismo, the brand can effectively convey its history and technological strengths to consumers, with particular potential for penetration among younger generations.
Specific Developments Within the Game
In-game, DUNLOP will appear in the following ways:
- Museum in Brand Central
Showcasing over 130 years of history and motorsport activities
- Circuit Advertising
Displaying the DUNLOP logo trackside
- Tuning Shop
Allowing players to select DUNLOP tires
- Time Trial Events
Hosting game events themed around DUNLOP
This is not merely advertising exposure; rather, it is characterized by blending into the player’s gaming experience as a “choice.” By influencing gameplay itself, the brand provides a mechanism for users to experience DUNLOP firsthand.
Motorsports Strategy in the Digital Age
Sumitomo Rubber has been involved in motorsports activities for over a century, but from now on it will expand its field of activity to include not only “real circuits” but also “virtual circuits.”
This enables the brand to reach demographics that traditional sponsorships and race activities struggled to access. Especially today, when eSports and virtual driving experiences are increasingly becoming the gateway for young people into motorsports, this strategy is well aligned with the times.
Conclusion — Gaming as the Frontline of Brand Strategy
This partnership marks an important step for Sumitomo Rubber in redefining the DUNLOP brand on a global scale and appealing to the next generation of customers.
The presence of DUNLOP in Gran Turismo 7 will transcend the framework of a mere tire manufacturer, remaining in players’ memories as a brand experience that connects history with the future.