Yes. In the 1950s, competition in the car tire market intensified. Companies tried to come up with new marketing moves to attract customers. At the same time, the famous Formula 1 races began to enjoy popularity. In 1953, the Alfa Romeo team won the Grand Prix with Pirelli tires.
Since that time, a lot of F1 teams used to choose Pirelli tires for the competitions, and the company focused on developing racing tires.