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Road Atlanta Rebrands As Michelin Raceway Road Atlanta
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Road Atlanta, in a move to further the existing partnership with its Official Tire Partner Michelin North America, has rebranded as Michelin Raceway Road Atlanta.
Michelin becomes the first-ever entitlement partner of the track. Michelin also lends its name to a race track for the first time.
Before the new agreement, the front straight bridge was branded with the tire company’s iconic Michelin Man, as were many other signs throughout the 750-acre property. With the announcement, Michelin’s existing presence at Road Atlanta will be substantially increased.
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. Crews are expected to complete construction of the state-of-the-art, four-story building in time for an expected grand opening at the 2019 Motul Petit Le Mans, set for October 9–12.
Plans for the new building include a 300-person hospitality and event space, a media center and broadcast booths, hospitality suites and Race Control. There will also be a rooftop viewing deck and a fully-equipped catering kitchen built into the structure.
“Michelin’s legacy at Road Atlanta runs deep, and these moves will, without question, drive that legacy even further,” Road Atlanta President and General Manager Geoff Lee said. “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.”
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, South Carolina-based company.
For more information, visit the Road Atlanta website.
Michelin becomes the first-ever entitlement partner of the track. Michelin also lends its name to a race track for the first time.
Before the new agreement, the front straight bridge was branded with the tire company’s iconic Michelin Man, as were many other signs throughout the 750-acre property. With the announcement, Michelin’s existing presence at Road Atlanta will be substantially increased.
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. Crews are expected to complete construction of the state-of-the-art, four-story building in time for an expected grand opening at the 2019 Motul Petit Le Mans, set for October 9–12.
Plans for the new building include a 300-person hospitality and event space, a media center and broadcast booths, hospitality suites and Race Control. There will also be a rooftop viewing deck and a fully-equipped catering kitchen built into the structure.
“Michelin’s legacy at Road Atlanta runs deep, and these moves will, without question, drive that legacy even further,” Road Atlanta President and General Manager Geoff Lee said. “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.”
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, South Carolina-based company.
For more information, visit the Road Atlanta website.
