Pirelli & C.

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External community

Relations with institutions and public authorities

“Relations between the Pirelli Group and public authorities at local, national, and supranational levels are characterized by full and active cooperation, transparency, and due recognition of their mutual independence, economic targets, and the values in this Code.

The Pirelli Group intends to contribute to the prosperity and growth of the communities it operates in by providing efficient and technologically advanced services.

The Pirelli Group endorses and, where appropriate, gives support to educational, cultural, and social initiatives for promoting personal development and improving living standards.

The Pirelli Group does not provide contributions, advantages, or other benefits to political parties or trade union organizations, or to their representatives or candidates, this without prejudice to its compliance with any relevant legislation.”

(Ethical Code – “The Wider Community”)

In 2009, relations with institutions were maintained at the national, European Union and international levels, with a focus on the different countries where the Pirelli Group has a presence. This activity was characterised by a series of initiatives to build lasting and stable relations that have always been based on maximum transparency and collaboration. The principal objective is to constantly provide information to the Group’s various institutional stakeholders regarding presentation of the Group and its different companies, especially in regard to its industrialisation projects inside and outside Italy. Preventive and cooperative attention to the requests and demands made by institutional bodies, coupled with punctual monitoring of relations, makes it possible to prevent any criticalities from arising and to undertake projects that are supported by those institutions.

In Italy, Pirelli operates in a system where numerous institutional bodies have a voice. At the parliamentary level, the Group monitors all legislative activity of interest to it, concentrating particularly on the work of the standing committees in the Chamber of Deputies and Senate responsible for matters affecting its business, and occasionally appearing at individual committee hearings in support of the parliamentary information gathering process that precedes the drafting of bills.

At the governmental level, the Group cultivates ongoing relations with the Prime Minister’s Office and the Ministers of Economic Development, Transport, Environment, Labour and Foreign Affairs. The issues that received the most attention during meetings with Ministers were the Group's projects on road safety, reducing the energy impact of the transport sector, employment in areas hit by the economic crisis, incentives for businesses committed to re-industrialisation and other forms of financing for investment projects and scientific, technological and socio-economic research.

The Pirelli Group also considers its relationship with European institutions to be fundamental in defining the principles, general objectives and strategic choices of European Union policies. Relations with the European Commission, the European Parliament and its standing committees, and the Council are conducted in this perspective.

In 2009 monitoring of legislative activity and active participation in the decision making process focused both on more specialised issues, such as urban mobility, transportation safety, labelling, environmental protection and trade policy, and on more general policies such as sustainable development and programmes in support of research and competitiveness.

The Group relies on the customary tools of information for daily management of its institutional relations; it frequently participates with its own contributions at working or institutional meetings on public policy issues, focused on specific targets and offering complete, transparent information on these topics. Its objective is to establish a permanent dialogue.

At the local level, Pirelli maintains constant relations with various entities, including the Milan and Rome municipal governments, with which it collaborates on various socio-cultural projects. In the field of international relations, constant contact is maintained with institutional and diplomatic representatives in the various countries where the Group already has a consolidated presence or in those where new sites are planned.

In view of improving its relations with the State of Georgia in the United States, where Pirelli operates a production plant, it hosted a visit to the Pirelli general headquarters at Milano-Bicocca by the Deputy Commissioner of the Department for Economic Development and several representatives from the United States business community.

In view of the new industrial installation to be opened in Russia, a visit by the Italian Minister of Economic Development and the Russian Federation Minister of Industry and Trade was organised at Pirelli Group headquarters in Milano-Bicocca.

The Group also collaborated on setting up the Italo-Egyptian Business Council on logistics created with the Italian Foreign Trade Institute and the Italian and Egyptian Ministries of Transport, where a major bilateral agreement between the two countries was signed.

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Company initiatives for the external community

Since it was founded in 1872, Pirelli has been aware that it plays a major role in promoting business culture and civil progress in all communities where it operates. This commitment addresses a global strategy of protecting local interests and is formalised in the principles set out in the Ethical Code and the “Social Responsibility for Health, Safety and Rights at Work, Environment” policy.

For this reason, the Group realises and supports – in all countries where it operates – initiatives for the diffusion of education and culture, promotion of the arts, solidarity, protection of human rights and improvement of the living conditions of local populations, as well as sport used as a tool for bringing people together. A series of activities are carried out in collaboration with public institutions and local private partners that are chosen according to criteria designed to guarantee a high standard of quality.

Business culture: instruction about innovation

Logo of Pirelli Fondazione PirelliThe Pirelli Group has been recognised for over a century, both in Italy and around the world, as one of the most prestigious examples of “business culture”. The Fondazione Pirelli (Pirelli Foundation) was established in 2009 specifically in order to provide continuing, holistic and authoritative support for business culture. Its guiding principle is to promote the creativity of new generations of artists and researchers, offer a platform for the thought that links the tangible industrial experience and memory conserved in the Historic Archive with the drive for design, while promoting the value of current experience as it gradually becomes history.

The Fondazione Pirelli took its first steps in March 2009, by creating the Association for Excellence in Education together with the Fondazione Agnelli and the Fondazione Edoardo Garrone. This is a non-profit entity whose mission is to promote initiatives for excellence in education according to the needs and prospects of the working, research and business world. Its first initiative was the opening of the Scuola di Alta Formazione al Management (Top Management School) in collaboration with the Collège des Ingénieurs, one of the most authoritative European institutions in that field.

The Scuola di Alta Formazione al Management is located in Turin and targets young university graduates (25 initially, 40 when it reaches full capacity) in engineering and scientific and economic disciplines, offering them a full-time Master in Business Administration course based on four months of classroom training and six months of action learning at a company. This MBA course is offered free of charge to participants, who are chosen solely on the basis of their merit and preparation and are compensated with a fixed-term employment contract for the entire duration of the training period.

Participation in the Association for Excellence in Education is only the latest of many partnerships between the Group and the academic and educational world.

Since 2008 Pirelli and the Milan Polytechnic support the professor’s chair in “Chemical Foundations of Rubber and Compound Technology,” which is the result of an agreement between the Group and the university, which also provides for scholarship funding of five doctorates over the course of ten years. Innovative materials and the application of nanotechnologies to the development of new generation tyres are being studied at the G. Natta Department of Chemistry, Materials and Chemical Engineering.

Joint research on tyres continued in 2009 within the framework of the five-year agreement made by Pirelli and the Turin Polytechnic in 2007, which was officially signed on February 22, 2008. In the context of development of the New Settimo Torinese Centre, the agreement has resulted in close collaboration between researchers from Pirelli and the university. This cooperation is designed to implement three cutting-edge technology projects in the tyre industry, including the "intelligent" Cyber Tyre. Aside from the joint activity conducted by the pool of researchers, the programme also serves as the platform for periodic general meetings at both Pirelli and the Turin Polytechnic.

Numerous patents resulting from this joint venture are currently being prepared. These innovations are also being implemented at the New Industrial Centre in Settimo Torinese, one of the most modern and efficient tyre manufacturing plants in the world. The Group contributes to financing of a professorship in mechanical engineering at the Turin Polytechnic.

Pirelli’s collaboration with the academic world also involves the University of Milan - Bicocca. Once again in 2009, Pirelli funded three research doctorates in the School of Science, through the Corimav (Consorzio ricerca materiali avanzati – advanced materials research consortium). Two of the scholarships are dedicated to the study of photovoltaic applications and the third to particulate filter technologies. Pirelli Labs researchers also participate in seminars and tutoring of students.

The Group has also undertaken collaborative projects with universities and general education activities outside of Italy. These include the programmes set up in Romania and China, countries where the creation and development of the new production plant have been flanked by a series of training and research activities in collaboration with local universities. In Romania, in collaboration with the University of Craiova, aside from the establishment of thematic scholarships of interest to the Company, university professors have held courses for Pirelli staff, and Pirelli staff have held preparatory courses for students enrolled in several departments at the university in view of possibly hiring them. In China several joint development projects have been realised in collaboration with the University of Jinan Shandong, with the patronage and financing of the Fondazione Tronchetti Provera.

The Silvio Tronchetti Provera Foundation, in which Pirelli participates, has the mission of promoting research and nurturing talents in economics, science, technology and management through funding, awards, scholarships, and contributions to university and scientific institutions. This activity is carried out directly or in collaboration with other parties, particularly in partnership with three universities: Milan Polytechnic, the Luigi Bocconi Business University and the University of Milan-Bicocca.

In association with the Umberto Veronesi Foundation and the Giorgio Cini Foundation, over the past four years the Silvio Tronchetti Provera Foundation has promoted the Global Conference on the Future of Science, a three-day programme of presentations and discussions by world-famous scientists and researchers, including many Nobel Prize winners. Entitled The DNA Revolution, the 2009 programme – which included the participation of AIRC - Italian Cancer Research Association – previewed and discussed in September the results of one of the most important revolutions in the recent history of human thought, the decoding of DNA.

The above relates to the relationships between the Group and the academic and university world. But before arriving at the summit of learning, Pirelli believes that attention should be dedicated to basic education and the right to education from early childhood on.

In 2008 the Company joined the foundation that operates the Scuola Materna G.B. Pirelli nursery school in Varenna, in the Province of Lecco. This initiative aims to recognise the merit of a nursery school operating in the birthplace of the Group's founder. Since December 2009, the Group has been represented in the Fondazione Scuola materna G.B.Pirelli by the Fondazione Pirelli.

From Lake Como to Rome: in May 2009 the high school that had been named “Via Rocca di Papa” was officially named after Leopoldo Pirelli. This school is open to educational experimentation and is equipped with cutting-edge technology, which now testifies to the attention that the Pirelli family and the company named after it have always dedicated to young people and their ability to create a future.

Then, two scholarships for high school students at the Liceo Classico Giosué Carducci in Milan were established in 2007 by the alumni association – with support from the Group – and dedicated to the memory of Leopoldo and Giovanni Pirelli. With a value of Euro 10 thousand each, they are earmarked for students who wish to pursue studies in the humanities (“Giovanni Pirelli” scholarship) and the sciences (“Leopoldo Pirelli” scholarship).

Mindful that education is not acquired only in the classroom, in 2009 Pirelli made a fundamental contribution to creation of the “Rubber Museum” at the Leonardo da Vinci National Science and Technology Museum in Milan. This space inaugurated a new period of collaboration between the Science Museum and Pirelli, as part of their commitment to promote technological culture amongst young people.

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Solidarity as a social duty

The Group’s support for social solidarity have deep roots. It dates back to the very birth of an enterprise that immediately - on its own path towards internationalisation - confronted the most diverse situations around the world.

Its social solidarity commitment is based primarily in its country of origin, Italy, with a series of joint ventures that in many cases have been active for over a decade. This is the case of Emergency, an Italian humanitarian association that provides assistance to the civil victims of war worldwide and of which Pirelli is one of the founding members, and Children in Crisis Italy, the Italian association that belongs to the international network dedicated to improving the conditions of children who are the victims of conflict, poverty, and disease. More support for children’s rights – and particularly their right to health – took the form of assistance for the Bambin Gesù Children’s Hospital in Rome in holding the Luce dei Bambini concert at the Vatican in November 2009, in order to provide the hospital with a neuro-navigator robot for neurosurgery on children suffering from drug resistant epilepsy.

Support for young people is a mission that Pirelli also pursues at the local level in Milan. This is the case of its contribution to the activities of the Fondazione Boccafogli, which is dedicated to the recovery of juvenile delinquents by encouraging their artistic and expressive potential, or its support for the ancient Milanese institution Asilo Mariuccia Foundation, which takes care of abandoned children.

Another “historic” initiative undertaken by the Group in the field of social solidarity for disadvantaged groups is the Dialogo nel Buio walk-through exhibit installed at the Milan Institute for the Blind, so that people with normal vision can enter the world of the blind and experience the problems and extraordinary abilities that the condition of being “challenged” causes one to develop.

Aside from its institutional role as a “solidarity enterprise”, the Pirelli Group is active in the social field through its promotion of fund raising amongst its own employees. On October 8 and 9, 2009, the Bicocca canteen was the site of “An Apple for Life”, a fund-raising initiative in favour of AISM-Italian Multiple Sclerosis Association, while AIL-Italian Leukaemia Association had its turn on December 3 and 4 with a benefit sale of Christmas items.

Then, between April and June 2009, an initiative that certainly was not desired before the event occurred involved establishment of the Fund in Support of the People of the Region of Abruzzo hit by the earthquake on April 6, 2009, with employees being asked to donate the amount of one-hour’s pay and the Company promising to donate matching funds.

“Seringueiros” (latex collectors) of the project “Xapurì – Guardians of the Forest” – Brazil

A highly international enterprise like the Pirelli Group naturally tends to act as a “solidarity enterprise” in the other countries where it operates, especially in those nations where social inequalities are starkly apparent.

Present in Argentina for a century and for over eighty years in Brazil, Pirelli maintains a dense network of support for local people, especially in rural areas. It suffices to mention the big Brazilian project “Xapurì – Guardians of the Forest”, whose mission is to guarantee the survival of the seringueiros in Amazonia by providing them with the means and knowledge necessary for dignified, sustainable growth, or collaboration with the numerous “micro-associations” that – by means of their profound roots in the local territory in support of marginal populations in Rio Grande do Sul (the area where the Gravataì plant is located) and Bahia (Feira de Santana).

In another project in Latin America, Pirelli collaborates with Mexico through the Fundación Familiar Infantil I.A.P., which provides assistance to the non-adult children of parents serving time in prison. Its commitment is not limited to the immediate objective of offering emotional support to the youngsters who are deprived of their parents but also looks beyond, to their positive growth in society.

Fundación Familiar Infantil I.A.P, supported by Pirelli in Mexico, provides assistance to children of parents serving time in prison.

At Slatina, where the Group’s industrial plant is located, Pirelli has been financing the bilateral medical cooperation programme between the Niguarda Ca’ Granda Hospital in Milan and the Slatina Hospital since 2007 for the professional training and continuing education of Romanian healthcare professionals in the Emergency Medicine, Emergency Surgery, Intensive Care, Resuscitation and Emergency Gynaecology Wards.

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Art, theatre and music

Active support for art and, more in general, cultural initiatives is part of the Group’s tradition, which has been committed for years to the promotion of exhibitions and art shows (in the spaces of the Pirelli Building in the 1960’s and 1970’s), or directly commissioning works of art like “La Ricerca Scientifica” (“Scientific Research”), a mosaic based on the original design by Renato Guttuso for the Pirelli Pavilion at the Turin Universal Exposition in 1961; or the collection of works commissioned from major 20th century Brazilian painters that are now kept at the São Paulo office, or the works produced as part of the “Pittori in Fabbrica” (“Painters in the Factory”) initiative promoted by the Rivista Pirelli.

Milan, June 23, 2009. Pirelli exhibition “Working. Uomini, macchine, idee” was inaugurated at the Triennale.

Company support for art now takes the form of collaboration with some of the biggest international institutions. For over two years, the Pirelli Group and the Triennale di Milano have belonged to an institutional partnership for the systematic and shared analysis of strategies that promote “design culture” and “product culture.”

This is an alliance between two of the most important historic institutions in Milan: the Triennale – one of the most important institutions in Italy in the field of visual arts and architecture – is profoundly Milanese by birth but now, like Pirelli, has a strong international vocation. The Pirelli Group in turn is one of the firms that has contributed the most to the growth and development of graphics in the international field. The Triennale is the institutional symbol of graphic culture. This does not involve only graphics and design: it was the Triennale that “baptised,” at the end of the 1980’s, the international city planning competition that was supposed to lay the basis for the Bicocca Project, the biggest urban renewal project in Europe. The Triennale is still the place that is delegated to host exhibitions and shows sponsored by the Group, as in the case of Un viaggio, ma.. in 2008 on graphics – both historic and modern graphic works – associated with the Cinturato and Working. Uomini, macchine, idee of 2009, with photographs of Pirelli Group plants in Europe – and the faces of the people who work at those plants – taken by the young photographer Carlo Furgeri Gilbert.

On the other hand, Pirelli and the Triennale, have long-standing ties. The collaboration between the then Chairman Alberto Pirelli and Gio Ponti, protagonist of the history of the exhibition, dates back to the 1950’s. Gio Ponti was commissioned to design the Pirelli Building skyscraper. The Group’s partnership with the Triennale di Milano was further reinforced in 2008 with Pirelli’s participation in the Rete dei Giacimenti del Design Italiano (“Network of Italian Design Deposits”), formed under the auspices of the Museo del Design at the Triennale.

Another tribute to Pirelli design was given in Rome at the exhibition Disegno e Design (“Drawing and Design”) that opened in November at the Ara Pacis. At this exhibition dedicated to the patent heritage of Italian enterprises – organised by the Fondazione Valore Italia as part of design work on the Permanent Exhibition of Made in Italy - Pirelli presented objects that, in the past and now, have made and make the history of Italian design, from Angel motorcycle tyres to PZero apparel or, going back in time, the Meo cat puppet, designed and patented over 60 years ago by the genius Bruno Munari. This vocation was confirmed yet again in 2009 when the Group won the prestigious “Red Dot Design Award” for the Pirelli PZero rubber dinghy, a genuine jewel of technology created as part of the Pirelli industrial design project.

Another international partnership with great artistic institutions is represented by continued implementation of the agreement with the Solomon R. Guggenheim Foundation of Venice, which has enabled Pirelli to join the small number of partner-companies belonging to the Intrapresae group and that, among other benefits, provides for free entry to all Pirelli employees and their families at the prestigious Palazzo Venier dei Leoni museum.

Aside from previously mentioned cited base requirements of authoritativeness and prestige, the support given by Pirelli to a cultural project must consider the consistency of that project with the Group's core business. In other words, it must respond to the Group’s vocation to innovate, promote research, develop new technologies and invest in young people. The Group’s partnership with the Pinacoteca di Brera art museum, dating back to more than ten years, is emblematic. Moreover, it is not limited to financing an extremely important series of restoration projects but has also led to the development of an innovative, highly advanced restoration technology embodied by the apparatus designed by Ettore Sottsass, which enables gallery visitors to view the long work of restoration of a work.

The Group’s commitment to Italian art and cultural institutions is reflected in its similarly deep commitment to similar South American institutions. The exhibition Retratos do Brasil, which is dedicated to the pictorial and photographic assets owned by Pirelli Brazil and put on exhibition in 2009 at the São Paulo Biennial to celebrate the 80th anniversary of Pirelli Group operations in that country, re-evokes the long collaboration with the MASP-Museo de Arte Moderna de São Paulo modern art museum, for construction of the immense "Coleçao Pirelli" photography collection.

São Paulo Biennial, November 9, 2009. Opening of “Retratos do Brasil”, pictorial and photographic exhibition dedicated to the artistic assets owned by Pirelli in Brazi

Pirelli has supported the Pirelli al Salon de Jovenes Artistas in Venezuela for over ten years. This event has been open to the best local representatives of “young” art.

The distance between art and support for the environment is short. The Group has long been a member of the FAI-Fondo per l’Ambiente Italiano (National Trust for Italy), with which it has collaborated on various initiatives, including the organisation of art and architectural history courses for the public. In 2009, the first part of the course dedicated to Italian royal palaces was held, addressing the theme of the relationship between artistic heritage and systems of power, with lessons being held by professors from various universities at the University of Milan.

The comprehensive approach of Pirelli to culture is also realised in its collaboration in the fields of theatre and music.

In 2009 Pirelli renewed its historic ties with the Teatro Franco Parenti, a theatre founded in 1996, when the Group decided to participate in the creation of the Fondazione Pier Lombardo. This foundation was established to support the growth of one of the most active, firmly rooted theatres in Milanese cultural life.

Pirelli also renewed its support for the Piccolo Teatro di Milano, of which cui Pirelli is a Supporting Member. This was the first permanent publicly funded theatre in Italy, and Giovanni Pirelli was a founding member in 1947. At both the Teatro Franco Parenti and the Piccolo Teatro di Milano, Pirelli support has provided it with a number of tickets to each event that are reserved for employees.

Poster of “I Giorni di Milano”, series of free lessons on the history of Milan created by Editori Laterza and supported by Pirelli

The second edition of Teatro Scienza began in March 2009. This event was conceived to attract young people to the study of science through the experience of stage performances. The result of collaboration amongst the Fondazione Silvio Tronchetti Provera, Fondazione Umberto Veronesi, Milan Polytechnic, University of Milan-Bicocca and Scienza Under 18, and naturally the Piccolo Teatro di Milano, “Teatro Scienza” has attracted the participation of over 400 young people from a dozen middle schools in Milan and its hinterland. The culmination of the event was the show Darwin...fra le nuvole produced at the Piccolo Teatro.

I Giorni di Milano also began in March 2009. This series of free lessons to the most important events of the city’s past was created by Editori Laterza for the city of Milan with the contribution of Milanese sponsors, including Pirelli. Ten of the most authoritative scholars in Italy today narrate I Giorni di Milano (“The History of Milan”) at the Basilica of Santa Maria delle Grazie.

In the field of music, the Group also supported the 2009 edition of MiTo Settembre Musica, the international festival of music that filled the city squares of Milan and Turin with art music, jazz, pop rock, ethnic and avant-garde music. Once again, a considerable number of tickets were reserved for Pirelli employees.

Likewise, Pirelli confirmed its support in 2009 for the Festival di Villa Arconati, a music festival that – between June and July every year – transforms the Bollate area into a veritable hub for the most diverse international music experience for over a month.

The Hangar Bicocca has played a key role in the Group's relationship with local area and the community. This is a dynamic place for the production, documentation, exhibition, promotion and dissemination of contemporary art whose mission is to explore and experiment with multidisciplinary approach to all visual and performing arts and the other fields of contemporary knowledge. The Bicocca Hangar project originated with the opening to contemporary art of a vast industrial installation that once belonged to the Ansaldo Group and dedicated to the production of coils for the electric motors of trains.

Since 2008 Hangar Bicocca has been a foundation and its members – together with the Chamber of Commerce of Milan and the Region of Lombardy – include Pirelli RE.

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When sport becomes an expression of solidarity

There is a close link between solidarity and sport, in a virtuous circle where commitment to sports becomes synonymous with the commitment to promoting solidarity and ethics, especially amongst young people. Without a doubt, soccer – the most popular sport in the world – easily lends itself to this “social” function, as reflected in the long-standing partnership between Pirelli and F.C. Internazionale. The binomium Inter/Pirelli is at the basis of the agreement, signed in February 2009, with the Russian club F.C. Krylia Sovetov. This collaboration aims above all at development – with the know-how accumulated at the Appiano Gentile sports centre – of new soccer methods for the Russian young people’s soccer team.

Two Inter Milan soccer players Esteban Cambiasso and Javier Zanetti, set up the project “Leoni di Potrero – Calcio per tutti" (Protrero Lions – Soccer for Everyone) several years ago. It is a free training centre in Milan that is supported by Pirelli and targeted at children between 5 and 12 years of age. The objective is to participate in the development of young students, by fostering positive values such as friendship, loyalty, fidelity, respect and tolerance. This represents a way to teach the concept of integration to children from different social classes, working to prevent negative situations like isolation and loneliness.

Pirelli and Inter, soccer and South America represent a series of ties that can create other fine “soccer solidarity” initiatives. It was no accident that Brazil – Pirelli’s second home country – witnessed the establishment of the first Inter Pirelli Campus more than ten years ago. This project was realised in collaboration with the Italian soccer team that was destined to appeal to youths – through the values of sport - in down-and-out communities of Brazilian cities, from the Capuava ad Araras favela in the State of São Paulo, to Recife in Pernanbuco, and to Porto Alegre in Rio Grande do Sul.

At Feira de Santana in the State of Bahia, Brazil, where Pirelli has one of its most modern factories, an agreement was recently signed with the Ministry of Sport and FAMS (Fundação de Amparo oa Menor de Feira de Santana) calling from the monthly donation of rubber scrap from the plant to construct track and field athletic surfaces for children and young people in different areas of the State.

The Group also supports sports in Venezuela. Present in this country with a manufacturing plant since 1990, the Pirelli supports the local community in Guacara by providing materials that are useful in various social projects. The Pirelli Baseball School, for example, is attended by over 300 children and teenagers: it fields a total of 25 teams that the Group supported in 2008 by donating the necessary uniforms and equipment, while the famous Tampa Bay Rays baseball team has held three training sessions with them.

The original project of Inter Pirelli Campus was “exported” to Europe and offered in 2007 in Romania, another country to which the Group dedicates special interest in accordance with its corporate social responsibility policies. Soccer has become a key tool for social action in Romania as well. In the city of Slatina – site of a Pirelli manufacturing plant – the Italian company, in November 2009, inaugurated Romania InterCampus Sports High School, set up in collaboration with Inter and the Associazione Comunità Nuova Onlus non-profit organisation. In this case, Comunità Nuova has been assigned the task of handling the social interaction and educational aspects together with the organisation of recreational and study related activities for the children. FC Internazionale, on the other hand, has been given the task of engaging youngsters by providing them with top-flight sporting and training.

The “soccer tool” is so powerful in the strategy of localisation of a business that it has been re-proposed by Pirelli as an aggregating factor even on an extremely diversified market full of opportunities like the Chinese market. Last spring a preliminary agreement was reached by the Group and the Chinese Soccer Federation for sponsorship of the Chinese Super League, a sort of gigantic major league championship capable of attracting and uniting an audience of 150 million spectators.