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Michelin, Road Atlanta Announce Naming Rights Agreement

Road Atlanta gains naming rights deal with Michelin beginning in 2019…

Photo: Mike Levitt/IMSA

Michelin North America and Road Atlanta will further its existing partnership and make history at the north Georgia race track, as it officially becomes Michelin Raceway Road Atlanta in 2019.

Michelin is writing a new page in the history books at Road Atlanta, as it becomes the first-ever entitlement partner of the track.

Equally as significant, Michelin will lend its name to a race track for the first time in its existence.

Currently, Michelin North America serves as the Official Tire Partner at Road Atlanta. The front straight bridge is branded with the tire company’s iconic Michelin Man, as are many other signs throughout the 750-acre property.

Michelin’s existing presence at Road Atlanta will be substantially increased next year, as naming rights to the entire road racing facility will be transferred to the global tire company.

“Michelin has been racing for more than 125 years as a way to improve tire performance, discover new technologies and bring the highest quality tires to our vehicle manufacturer partners and consumers,” said Scott Clark, chairman and president of Michelin North America.

“This is the first time globally that Michelin will have naming rights with a race circuit.

“Road Atlanta, as an iconic race track with a rich history and a natural link to the Michelin heritage of global endurance racing, provides us with a tremendous opportunity to engage with our partners and consumers.”

In addition to renaming the facility, the Michelin partnership will serve as the cornerstone for the new Michelin Tower to be constructed in place of the existing control tower along the front straight.

Demolition of the current control tower will begin as teams move out of the paddock following this weekend’s 21st Motul Petit Le Mans.

Crews are set to work around the clock for the next year to complete construction of the state-of-the-art four-story building in time for an expected grand opening at next year’s Motul Petit Le Mans.

Plans for the new building include a 300-person hospitality/event space on the first floor, a media center 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.

There will also be a rooftop viewing deck and a fully-equipped catering kitchen built into the structure.

Michelin’s affiliation with Road Atlanta dates back to the early days of the race track, which was completed in 1970, after just six months of construction.

Michelin tires have competed on the hallowed grounds of Road Atlanta for decades and Michelin has used their racing success to continuously improve their product line.

The race track has always served as a testing ground for Michelin tires, and now Michelin North America’s home track will proudly display the name.

“Michelin’s legacy at Road Atlanta runs deep, and these moves will, without question, drive that legacy even further,” said Geoff Lee, president and general manager at Road Atlanta.

“Michelin and Road Atlanta’s histories intersect at so many points that it would be impossible to separate them, and this partnership will solidify that bond.

“This venue entitlement and the new building are something that we’ve been working towards for a very long time, so it can’t be over-stated how monumental it is as this finally comes to fruition.

“To have such a forward-thinking partner in Michelin has afforded even more stability to this top-rated international destination – stability that will be noticeable to fans, teams, clients and more.

“To say that we are beyond thrilled to become Michelin Raceway Road Atlanta in 2019 would be radically understating our position.”

Michelin’s current involvement as the Official Tire Partner of Road Atlanta will continue into the new partnership in 2019, giving total naming rights of the facility, the new tower and the tire category to the Greenville, S.C.-based company.

Photo: Michelin Raceway Road Atlanta

Photo: Michelin Raceway Road Atlanta

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  1. Zone

    October 12, 2018 at 12:43 pm

    Not happy changing an iconic race track name Too much commercializing everything now a days. Ball parks etc.

    • Cactus Tony

      October 12, 2018 at 1:14 pm

      I too hate arrangements that help make things financially viable with no impact upon the fan experience other than a couple extra words.

      • Zone iz dum dum

        October 12, 2018 at 1:20 pm

        yeah its dum

    • Philip

      October 12, 2018 at 2:35 pm

      Also complains that they need to invest in upgrades to the track and facilities…

      • Andy

        October 12, 2018 at 3:20 pm

        Yeah, I’m tired in that regard. Hate to see the name change and never called Mazda Raceway now WeatherTech anything but Laguna (Seca) and know I won’t call it Michelin Raceway Road Atlanta any time soon. But to replace a supposedly worn original build tower money was needed and it’s not like Michelin isn’t already here OFTEN testing and a company with nothing to do with racing. I don’t think I’ll find Bibendum adverts obnoxious

      • DEJ

        October 12, 2018 at 3:25 pm

        Yes and a way to increase fees to the fans and the racers. Continental didn’t do something like that.Guess Michelin NEEDs,the money.NowThey can put up all those high dollar suites .

    • Come on, yo

      October 12, 2018 at 9:56 pm

      Zone. Be glad Road Atlanta is still a fucking track and not an abandoned, cracked, weeds filled pavement shadow of its former self.

      That is the path of most tracks.

      Legislators and rich fucks everywhere are trying to shut every track down and turn it into a housing development.

      Ball parks…bro…these things cost like 500mil to 1+billion dollars…who the fuck is paying for that??? Who cares what company logo hangs out front?

      It isn’t CHANGING A TRACK NAME. See Road Atlanta in there still?? Get it. All of us and you and your friends aren’t gonna call it Michelin Raceway Road Atlanta. Fuck.

  2. Zone

    October 12, 2018 at 4:10 pm

    I remember the good old days when the pot brothers bought the track. You could see A lonely porsche run around the track with no sponcers on the car. Eventually the feds got word of this and arrested the owners the wittington brothers and John Paul …Porsche owner for dealing in marijuana trafficking and other such things. Those were some crazy times back then.

  3. Zone

    October 12, 2018 at 4:20 pm

    Whittington brothers sorry for the spelling. They even created fake sponcers once they learned the feds were looking at John Paul’s porsche. Clever guys that learned how to land planes on race tracks full of pot .They got hooked on racing and needed lots of fast cash.

  4. Tom

    October 12, 2018 at 6:23 pm

    So what is going to be used for the Walter Mitty?

  5. Andy Flinn

    October 12, 2018 at 7:55 pm

    The control tower at Road Atlanta is iconic. However, I’ll get used to the new one just like we got used to the new paddock and pit lane.

    However, it would be great if they could take some of the Michelin money and make the infield access a bit more fan friendly for padestrians trying to get from vendor village down and then back up the hill to access the back of the track and Turns 6 and 7.

    Other than that, I love visiting this circuit every year and have no complaints.

    Thanks, IMSA.

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