Italian tyre firm Pirelli is to sponsor the National Tyre Distributors Association ‘Tyre Retail Centre of the Year’ award.

The award will be handed out at the annual NTDA dinner and prize-giving ceremony, to be held in Manchester on October 8 in front of leading representatives from the UK tyre industry. Formerly known as the TAFF Awards, the ceremony has now been re-branded as the ‘Tyre Industry Awards’.

This year, the dinner is being held for the 85th time, reinforcing its status as the main social event in the industry, which recognises the achievements of some of the key stakeholders. The host of this year’s event will be former government minister Michael Portillo, now a well-known television presenter.

A number of prizes across every sector are presented throughout the evening, including the sought-after ‘Tyre Retail Centre of the Year’ award, now sponsored by Pirelli. The Italian firm itself has been a previous recipient of the prestigious ‘Tyre Manufacturer of the Year’ award, underlining its strong links with the NTDA.

Pirelli UK Managing Director Dominic Sandivasci said: “It’s with great pleasure that we can announce our sponsorship of the NTDA ‘Tyre Retailer of the Year’ award in a landmark year for the ceremony also. As well as a key business event, the Tyre Industry Awards also form a highly enjoyable social occasion to meet with colleagues. Retailers are the backbone of our industry, so we are delighted to be playing a role in recognising their hard-won achievements in a fiercely competitive sector.”

NTDA Director Stefan Hay added: “We are naturally elated that Pirelli has already confirmed its support for the Tyre Industry Awards, which we believe, thanks to the generosity of leading companies such as Pirelli, will be an outstanding event”.