Pirelli is hopeful of continuing as Formula 1's control tire supplier when its current three-year contract finishes at the end of 2013.
The Italian tire company's motorsport director Paul Hembery confirmed that Pirelli sees F1 as a "medium-to-long-term" project.
"Our current contract runs until the end of 2013, but we always intended to be in F1 for the medium-to-long term," Hembery said. "The deadline for the 2014 decision is next June. If the sport wants us to stay – and we can convince the board to continue, in light of economic conditions – then our intention is to go forward."
Hembery downplayed fears that a Eurozone crisis could influence the decision. He underlined that the global platform of F1 means that there are many other markets that will be considered.
"We're a global company, leveraged all over the world and depending on how a host of markets perform, not just Europe," he said. "F1 is a unique brand, with reach in emerging markets that are important to us."
Hembery added that he would like to see the sport put more effort into building the profile of its star drivers in order to build interest in F1. Although there has been much discussion in F1 circles about the merits of the Pirelli rubber, Hembery warns that the drivers must be the main focus of attention.
"We were asked to provide fun and entertainment with our F1 tires, although it was not our intention to become the discussion point for the weekend," he said. "We still want the drivers to be the stars of the show.
"Attracting new people to follow our sport isn't easy, so I'd like us to build up our drivers, and grow their profile as major international sporting stars, and have more visible personalities."