Pirelli & C. SpA (ISE: PC) is a diverse multinational company based in Milan, Italy.

History

Founded 1872 in Milan by Giovanni Battista Pirelli, Pirelli initially specialized in rubber and derivative processes. Effectively, Pirelli's activities are still primarily focused on the production of tires and cables (for energy and telecommunications). In 2005, Pirelli sold its cable division to Goldman Sachs, which changed the new group's name to Prysmian.

In the 1950s, Alberto Pirelli commissioned the building of a famous Milanese skyscraper in the same area that housed the very first Pirelli factory during the 19th century: see Pirelli TowerFact: date=April 2008.

In 1974, Pirelli invented the "wide radial tyre", upon a request from the Lancia rally racing team for a tire strong enough to withstand the power of the new Lancia Stratos.

At that time, racing tires were either slick tires made with the cross ply technique (very wide tires with a reduced sidewall height), or radial tires, which were too narrow to withstand the Stratos' power and did not provide enough grip. Both were unusable for the Lancia Stratos, as the radials were destroyed within 10km, and the slicks too stiff. Lancia asked Pirelli for a solution, and in 1974 Pirelli created a wide tire with a reduced sidewall height like a slick, but with a radial structure.

Subsequently, Porsche started using the same tires with the award-winning Porsche 911 Turbo..

Today, the wide tyres are still the standard in sport & racing cars worldwide.

Since late 2007, Pirelli is the control tyre for the World Rally Championship, the British Rally Championship, the Superbike World Championship and the British Superbike Championship.

Marketing

The Pirelli Calendar is published annually, and regularly features famous actresses and fashion models. The calendar also features the work of many of the most respected fashion photographers in the world, including Herb Ritz, Richard Avedon, Mert & Marcus, Peter Lindbergh, Annie Leibovitz, and Patrick Demarchelier.

The Pirelli Internetional Award is given annually for the best international multimedia involving the communication of Science & Technology conducted entirely on the Internet.

Power is nothing without control is the well known slogan of Pirelli Tyre Company, and is featured in numerous television and print advertisements.

Pirelli is the long-serving main sponsor of Italian football club F.C. Internazionale Milano.

Trivia

Trivia: date=October 2007 They formerly made scuba diving rebreathers.

Pirelli is the primary sponsor of the Italian football club Internazionale, the Argentinian football club Velez, the Uruguayan football club Penarol, and of Maltese club Valletta for a short time.

Pirelli has a factory in Burton-upon-Trent, Staffordshire, England. Burton Albion Football Club (of the Conference National) built a new stadium next to the factory in 2005, and Pirelli agreed to sponsor the stadium and allow it to be called the Pirelli Stadium.