Italian tyre maker Pirelli has significantly benefited from its supply agreement with Formula One (F1), according to a company executive.
In an interview with the Business Times, Paul Hembery, motoring director for Pirelli, claimed that the firm's return to F1 following a 20-year absence has contributed to a sharp rise in sales, although he failed to reveal the exact figures.
He told the news provider: "It is difficult to link F1 and sales but the business is expanding in significant ways.
"We cannot do that in a precise mathematical manner but we know we have increased demand for our product and our retailers are extremely happy."
Mr Hembery added that demand for Pirelli tyres is rising across the world, with the company set to open up new factories in Russia and China.
In 2010, Pirelli signed a three-year deal to provide 1,500 tyres to each of the 12 F1 teams.