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Michelin secures naming rights for Road Atlanta racing circuit

BRASELTON, Ga. — Michelin North America Inc. has secured naming rights for the Road Atlanta race track, a move the tire company said represents a “tremendous opportunity to engage with our partners and consumers.”

Starting next year, the “iconic” road-racing facility near Braselton in northeast Georgia will be renamed Michelin Raceway Road Atlanta.

This is the first time Michelin has sought naming rights for a race circuit, according to said Scott Clark, chairman and president of Michelin North America. The partners said the deal is a multiyear contract; they did not disclose financial terms.

Michelin already is the official tire partner at Road Atlanta and the company has signage throughout the track’s 750 acres, including an oversized Michelin Man on the circuit’s front straight bridge.

The deal also includes Michelin’s involvement in the construction of a four-story control tower/hospitality center on land facing the track’s pit lane. The building, to be called Michelin Tower, will include a 300-person hospitality suite on the main 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, as well as a rooftop viewing deck and a catering kitchen.

Michelin North America image Michelin’s naming rights deal with Road Atlanta includes prominent signage on a four-story tower to be built facing the track’s pit lane.

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

“Michelin’s 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. 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.”

Michelin said its affiliation with Road Atlanta dates back to the early days of the race track, which opened in 1970. Besides the obvious racing connection, Michelin uses the track — which is just 100 miles southwest of its headquarters in Greenville, S.C. — for testing. The new agreement will allow Michelin to conduct driving events for customers and consumers there as well.

Michelin announced the deal on the eve of the Petit Le Mans race, the final race in the 2018 WeatherTech SportsCar Championship, a road-racing series for which Michelin will be the designated race tire supplier starting in 2019

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