Michelin takes on Atlanta track Naming Rights in brand first

Michelin North America has acquired the naming rights to US racetrack Road Atlanta – the first time that Michelin will have naming rights to a race circuit anywhere in the world.

Starting in 2019, the Georgia track will be renamed Michelin Raceway Road Atlanta.

The deal comes on the back of Michelin’s sole tyre supplier deal with the 2019 IMSA WeatherTech Sportscar Championship (the GT Le Mans class series excepted), as well as a number of the IMSA support series.

The track has held the Petit Le Mans 10-hour endurance race since 1998 and joined the new WeatherTech SportsCar Championship in 2014.

The move expands on an existing partnership with Road Atlanta, which sees South Carolina-based Michelin North America serve as the Official Tire Partner at Road Atlanta.

Under the current deal, the front straight bridge is branded with the tyre brand’s iconic Michelin Man, as are many other signs throughout the 750-acre property.

From next year, Michelin’s presence at Road Atlanta will be substantially increased. In addition to renaming the facility, Michelin will serve as the cornerstone for a new Michelin Tower to be constructed in place of the existing control tower along the front straight.

Plans for the new building include a 300-person hospitality/event space on the first floor, a media centre and broadcast booths on the second floor, six hospitality suites on the third floor, and four hospitality suites and Race Control on the fourth floor.

Construction of the building is expected to be finished before next year’s Motul Petit Le Mans.