Tire makers take battle to the track

10/27/2005 | Wall Street Journal, The

Michelin reportedly spends roughly $70 million annually in sponsorship costs and supplies to participate in Formula One racing; rival Bridgestone spends more than $100 million. While the research required to produce high-performance tires contributes to innovation at the consumer level, neither company can point to an uptick in sales associated with their marketing expenditures.

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