IMSA’s ‘Win the Weekend’ to Return for Fourth Season

IMSA: Win the Weekend Presented by Michelin is set to return for its fourth season, on the heels of both great viewership and several digital content awards achieved in the first three years from 2023 to 2025.

Season 4 is set to build on the personality-focused commentary and visual narratives laid out in Season 3, which was a record-setting year for the franchise.

The Season 4 premiere episode featuring the 64th Rolex 24 at Daytona is in the works and due to launch soon on IMSA’s Official YouTube channel, where all episodes can be found both on the primary channel page and also as part of a specific Win the Weekend playlist.

Season 3 set a new record with 20 million total episode views and its 2.5 million views per episode represented a 20 percent year-over-year increase. The most-watched episode was the season finale at Motul Petit Le Mans, with 3 million views.

Driven by joint Michelin-IMSA consumer research, the docuseries was developed to engage future fans, who were identified as younger, more female and more affluent.

“Endurance racing has been part of Michelin’s DNA for more than a century, and ‘Win the Weekend’ gives fans a front‑row seat to the strategy and innovation that define this sport,” said Omer Waysman, vice president of B2C marketing for Michelin North America.

“Motorsport is one of our greatest centers of excellence for both sustainability and innovation, and Season 4 is especially exciting as it showcases our new Michelin Pilot Sport Endurance tire, developed to deliver consistent performance across the most demanding conditions, with 50 percent recycled and renewable materials.”

Through three seasons, there have been more than 50 million views of Win the Weekend, with more than 60 percent of those viewers new to IMSA’s Official YouTube channel.

These viewers have shown to take deeper actions with the IMSA brand; watching or attending a race and following IMSA, its drivers or teams on social media.

“It’s been remarkable to watch how IMSA: Win the Weekend Presented by Michelin has amplified the WeatherTech Championship on-track product and personalities”” said IMSA President John Doonan.

“The show has driven so much more awareness of our sport to an ever-expanding audience. The storytelling and narrative the team assembles to showcase after each race has been spectacular and only figures to keep growing in Season 4.”

Season 4 again will include eight episodes, covering events at Daytona International Speedway, Sebring International Raceway, the Streets of Long Beach, WeatherTech Raceway Laguna Seca, Watkins Glen International, Road America, Indianapolis Motor Speedway and Michelin Raceway Road Atlanta.

Each episode launches prior to the next event, so Daytona’s will be before Sebring, Sebring’s before Long Beach and subsequently as the schedule occurs.

All five IMSA Michelin Endurance Cup rounds are covered, including the shift to the six-hour Motul SportsCar Endurance Grand Prix at Road America.

Michelin adds one of its technical team member voices to episodes, providing insight into the tire strategy that goes into each WeatherTech Championship event.

Several additional new elements are planned for season 4 including race shop visits exploring how decisions, preparation and teamwork away from the race track drive the race weekend, as well as deeper driver stories and additional team-driver radio communications to bring viewers closer to the sport.

Both Seasons 1 and 2 won Telly Awards, which honor excellence in video and television across all screens and is judged by leaders from video platforms, television, streaming networks and production companies.

Season 1, Episode 4 delivered a Telly Award for “Shock and Surprise at Sebring,” covering the chaotic finish to the 2023 Mobil 1 Twelve Hours of Sebring. Season 2 won a Telly Award on the whole for its coverage of the GT field throughout the 2024 WeatherTech Championship season.

After the first episode of Season 4 drops on Wed, Feb. 25 at 11 a.m. ET, fans can be ready for the second round of the WeatherTech Championship season.