Beginning in 2019, Road Atlanta will officially become Michelin Raceway Road Atlanta as the tire company becomes the first entitlement partner of the track.
The entitlement sponsorship builds on a current agreement that has made Michelin the official tire partner of the track.
“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 in a press release on the IMSA web site. “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.”
As part of their enhanced presence at the track, Michelin will also sponsor a four-story control tower and media center that will be known as the Michelin Tower.
The building will house an event space on the main floor, broadcast booths as part of the second-floor media center, hospitality suites on the third and fourth floors and race control on the fourth floor. A rooftop viewing center will be added.
Demolition of the current control tower will begin immediately following this week’s Motul Petit Le Mans.
“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.”
In 2019, the Weathertech Sports Car Championship will be broadcast on the NBC family of networks.
Max Verstappen, Sergio Perez and Formula One embrace the United States
Last week, Red Bull Racing revealed its new car, the RB19, and a new relationship with Ford Motor Co. in an event in New York City complete with drivers Max Verstappen, Sergio Perez and team principal Christian Horner.
It’s the first Formula 1 team to launch in the United States for 2023, but even that small move of the needle reflects a major shift in the attitude of both F1’s management and their teams – and the extent to which the American audience has fully embraced the sport.
“It’s something fantastic and unique, for the sport to be able to break it into the U.S,” Perez told NBC Sports. “The market is huge and it’s a huge opportunity for everyone involved, for the drivers, for the team. It’s always a huge market.”
In 2023, Formula 1 will race three times in the United States and five times in North America. The Circuit of the Americas will host their 11th consecutive race in October before heading south to Mexico City. Miami returns for a second time in May on a temporary street course around the Hard Rock cafe and the third addition is in downtown Las Vegas in November.
With the Canadian Grand Prix on the schedule for June and the Brazilian Grand Prix in November, American fans are now in the ballpark of Europeans, who have eight events on the continent and one in England.
In 2022, Verstappen won every race in North America. He was kept from sweeping the hemisphere only by George Russell, who won in Brazil. That fact is less remarkable when one considers that Verstappen won 15 times in the season – nearly two-thirds of the races on the schedule.
“Sometimes it can be hard to replicate the season, but I think it’s the same as with the car, right? You always try to improve it,” Verstappen told NBC Sports. “And I always look at the little details that even when you have had a good race, you could have done better. And then of course you also learn from the bad races. So we always try to look for these little improvements and general experience you gain year after year.
“You try to do better, but of course it also depends a lot on the package you have.”
Now Verstappen’s thoughts inevitably will turn to establishing a dynasty, and America will again play a pivotal role.
“I just enjoy what I’m doing,” Verstappen said. “After the years in Formula One, when you have to be on top of your game and you gain a lot on your experience – in that sense nothing really can get to you anymore. Every year you just try to do the best you can. But a lot depends on the material around you. It’s always a bit of a guess. Start the season as fit as you can be and be well prepared. But if you don’t have the car, you’re not going to win the championship.”
Perez added two wins to Red Bull’s total, at Monaco and the Marina Bay Street course. With two of the US 2023 races on street courses, Perez hopes to close the gap on Verstappen and potentially be his chief rival for the championship.
“The strategy is clear; it is to maximize the potential of the car – and we believe we have a good car, but how good?,” Perez said “We don’t know what the competition is doing. We just give our best in building this car and we hope that it’s good enough to get us to win races.
“I think we have to work together as a team. At the same time. We both want to win the championship. It’s just having good compromise. The competition will be really strong out there, so we really need everything we possibly can get from each other.”
Formula One returns to the United States for Round 6 and the Miami Grand Prix on May 7.