IMSA Insider: Michelin GT Challenge, Ten Years Strong

IMSA returns to Virginia International Raceway this weekend for the tenth anniversary of the Michelin GT Challenge, an event built around ideas that continue to shape the weekend a decade later.

Sarah Robinson, Michelin’s Motorsports marketing manager when the title sponsorship began, remembers the decision as being about more than putting Michelin’s name on the event.

“We were there because it was the right thing to do from a technology standpoint,” said Robinson. “It was the right thing to do from a fan and experience standpoint.”

Back in 2015, GTLM was the only open-tire category remaining in IMSA following the merger of the American Le Mans Series and Grand-Am, giving Michelin an opportunity to compete and develop against other tire manufacturers.

“There weren’t really any opportunities for GT Le Mans to be the star of the show,” said Robinson. “So with the GT Challenge at such a special track like VIR, it was that perfect storm.”

Robinson, who had previously worked as a Michelin test driver, also saw an opportunity to bring that performance experience directly to fans.

“The Patriot Course is completely enclosed within the full course,” she said. “That is an untapped opportunity to share the experience of high-performance driving, understanding the importance of tires on vehicles.”

Becoming title sponsor opened the door for Michelin to bring a hot laps program to VIR’s Patriot Course.

“We were the original equipment tire on the production versions of all of those cars racing in GT Le Mans,” said Robinson. “So, we took the opportunity then to share that Michelin performance with fans.”

For Robinson, the experience offered fans something that can be difficult to communicate from outside the car.

“I wish people could experience firsthand what a difference a tire makes on a vehicle, what it means to their performance, what it means to their safety, what it means to everything that they experience about a car,” she said.

A decade later, Michelin’s role in IMSA looks considerably different. Today, Michelin is the Official Tire of IMSA and supplies tires to every WeatherTech SportsCar Championship class.

“We all saw back then how important IMSA was for the future of sports car racing,” said Robinson.

That original focus on giving fans a firsthand Michelin experience continues today.

Michelin Hot Laps continue on the Patriot Course this weekend, featuring vehicles from Ford, BMW, Lexus, Porsche, Toyota and Hyundai, along with driver appearances from Connor De Phillippi, Robert Noaker and Benjamin Pedersen.

The anniversary also comes at a high point for the event.

“We’ve continually seen growth in the sport, but especially for our Michelin GT Challenge weekend here at VIR,” said Connie Nyholm, co-owner and CEO of VIR.

“The fan access is unrivaled, the series and competitors keep you on your toes, and the quest for excellence is always evolving. We expect record crowds again this year and look forward to celebrating that with Michelin.”

Robinson added:  “It wasn’t just a marketing exercise. It was a brand exercise. It was a racing exercise. It was a fan exercise. And so I think that’s why it’s lasted because it’s so meaningful, not just because it’s a sponsorship.”