Dunlop joins Gran Turismo 7 as the Official Tyre Partner, marking a new step in Sumitomo’s motorsport and digital brand strategy.
Dunlop’s History Will Be Displayed In Gran Turismo 7’s In-Game Museum
Dunlop, a brand under Sumitomo Rubber Industries (Sumitomo), has become the Official Tyre Partner of the driving simulator Gran Turismo 7 for PlayStation®4 and PlayStation®5, as well as the Gran Turismo World Series in Berlin, held in September this year.
Gran Turismo is a video game developed by Polyphony Digital Inc., a subsidiary of Sony Interactive Entertainment Inc. This driving simulator is regarded as the best and the most authentic due to its true-to-life graphics, authentic physics technology, and careful attention to detail.
Partnering with Gran Turismo is part of Sumitomo‘s brand strategy centred on Dunlop. The event in Berlin kicked off the partnership officially and, from here on out, Dunlop will serve as the official tyre supplier for the Gran Turismo World Series Championship.
“We at Dunlop are truly honoured to be part of Gran Turismo, a title that continues to captivate motorsports fans around the world. Gran Turismo is pioneering new possibilities in motorsports by bridging the real and virtual worlds. Its outstanding technological capabilities, passion, and meticulous attention to detail deeply resonate with our own manufacturing philosophy, and we see great value in this partnership,” Hiroshi Hamada, Sumitomo Rubber Industries Senior Executive Officer, stated.
“For over a century, Dunlop has been actively involved in motorsports, building a strong track record across racing scenes worldwide. By combining our accumulated experience with cutting-edge simulation technologies, we are driving the development of high-performance and sustainable tires. Through this partnership, we aim to further enhance the value of the Dunlop brand and contribute to the future of motorsports,” he added.
For the future update of Gran Turismo 7, which was originally launched in 2022, Dunlop will appear in various forms. First, Dunlop will be added to “Brand Central” museum, showcasing over 130 years of the brand’s history, including products developed with proprietary technologies and also its motorsport activities.
While playing, sim racers will also be able to see Dunlop brand trackside on circuits in the game. In the “Tuning Shop”, which offers parts to enhance vehicle performance, they can select Dunlop tyres, as well. And finally, a Dunlop-themed time trial in-game event has also been planned.
“We are very excited to welcome Dunlop to the Gran Turismo family. As a company with a significant legacy in automotive and motorsport history, Dunlop continues to demonstrate innovation and competitiveness in the industry. We look forward to a productive collaboration to engage a new generation of enthusiasts with racing and Dunlop tyres through the Gran Turismo World Series and franchise,” said Kazunori Yamauchi, Gran Turismo Series Producer.
