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.