Sumitomo Rubber Industries has named DUNLOP the official tyre partner for Gran Turismo 7 on PS4 and PS5, and the Gran Turismo World Series, beginning with Round 2 in Berlin on 20 September 2025. The move supports SRI’s R.I.S.E. 2035 strategy and its push to build DUNLOP as a unified global brand after acquiring key trademark rights earlier this year.
Polyphony Digital will roll out several DUNLOP integrations in upcoming GT7 updates. These include a DUNLOP museum page in Brand Central, trackside DUNLOP branding at circuits, and selectable DUNLOP tyres in the Tuning Shop. A DUNLOP-themed time trial is also planned.
The tie-up extends DUNLOP’s long motorsport heritage into one of the world’s most influential driving simulators. It also aligns with SRI’s plan to raise global recognition and price positioning for DUNLOP after purchasing four-wheel tyre rights in Europe, North America, and Oceania from Goodyear. Recent SRI updates, including cost optimisation under Project ARK and the group’s Integrated Report 2025, point to a focused execution of that brand strategy.
Gran Turismo series producer Kazunori Yamauchi welcomed DUNLOP and highlighted its legacy in automotive and motorsport. SRI senior executive officer Hiroshi Hamada said the partnership connects real-world tyre development with advanced simulation, with an aim to enhance brand value and support the future of motorsport.
Gran Turismo has a track record of shaping enthusiast choices. By putting DUNLOP in players’ garages and on virtual pit walls, SRI gains a direct channel to millions of drivers who care about feel, grip, and lap time, which can influence real tyre consideration later. The official supplier role in the World Series should amplify that effect through broadcasts and live events.
Disclaimer: This content may include forward-looking statements. Views expressed are not verified or endorsed by Tyre News Media.
About Tyre News Media:
Tyre News Media is an independent, digital-first news platform for the tyre industry, connecting brands with a focused trade audience across the UK, Europe and international tyre markets.
Our coverage spans sustainability, innovation, regulation, product launches, OE wins, ESG strategies, fleet trends and wider market developments, giving the trade a clear view of what is happening and why it matters.
Subscription-free, paperless and easy to access, Tyre News Media is built for how the industry reads, shares and engages with news today. This open-access approach helps us reach one of the largest online tyre trade readerships in the sector.
For advertisers, Tyre News Media offers a direct route to manufacturers, wholesalers, retailers, fleet operators, recycling businesses, service providers and decision-makers across the industry.
Advertising options include display campaigns, sponsored content, newsletter promotion and tailored campaign packages. Campaigns can be tracked and reported, helping marketing teams measure performance and understand the value of their spend.
To discuss advertising opportunities with Tyre News Media, contact us today >
.png)
.png)
.png)
.png)
.jpg)
.jpg)