Michelin to Serve as Title Sponsor for 6H Road Atlanta

The newly named Michelin Endurance Challenge Weekend at Michelin Raceway Road Atlanta, set for Sept. 4-6, will showcase Michelin’s retail partner, TireRack.com, as the entitlement sponsor of the featured IMSA WeatherTech SportsCar Championship six-hour race.

The TireRack.com Grand Prix at Michelin Raceway Road Atlanta is set for Saturday, Sept. 5 and is one of six races on the Michelin Endurance Challenge Weekend schedule.

The TireRack.com entitlement leverages Michelin’s partnership with the tire retail giant and TireRack.com will be featured throughout the facility with prominent track signage and will be a part of the pre-race ceremonies.

“Michelin has an incredibly strong track-to-street technology connection, using endurance racing to showcase how longevity and performance go hand-in-hand,” said Matt Edmonds, executive vice president of Tire Rack.

“And there’s no better racetrack as a laboratory than Michelin Raceway Road Atlanta. We’re excited to be a part of the connection between Michelin street tires and learning from motorsports.”

Michelin holds naming rights to both the 750-acre facility and the new Michelin Tower along the front straight of the 2.54-mile road course and will now be the headlining partner of the entire three-day event.

“This is a great opportunity for Tire Rack to be the featured partner on this unique Michelin Raceway event,” said track president and general manager Rick Humphrey.

“To be able to introduce a new partner to IMSA racing and our facility at this time is a testament to the series and Michelin Raceway Road Atlanta. I believe this is just the start of a special partnership.”

In addition to the WeatherTech Championship event, the weekend will also feature a four-hour endurance race for the Michelin Pilot Challenge as well as two races for each the Porsche GT3 Cup Challenge USA by Yokohama and Lamborghini Super Trofeo North America competitors.

The IMSA series will return Oct. 14-17 as the fall classic Motul Petit Le Mans. Tickets and camping packages for both events are on sale now at www.roadatlanta.com.