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Michelin gets naming rights for Road Atlanta, plans upgrades to race facility
Construction to begin soon on new control tower at South Hall track
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Speed painter Jessica Haas finishes a painting announcing Road Atlanta’s naming rights agreement with tire company Michelin. The facility in Braselton will be renamed Michelin Raceway Road Atlanta in January, and the property is getting a new control tower in fall 2019. - photo by Megan Reed

Road Atlanta will become Michelin Raceway Road Atlanta in January when the tire company receives naming rights to the 750-acre racing facility in Braselton.

Michelin North America, based in South Carolina, will be the first entitlement partner of the track, and Road Atlanta will be the first track to carry the Michelin name, according to a press release issued Friday, Oct. 12, from Road Atlanta.

A new Michelin Tower will also be built to replace the existing control tower along the front straight, and demolition of the current tower will begin as teams move out of the paddock after the Motul Petit Le Mans road race this weekend.

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An artist's rendering shows the proposed Michelin Tower at Road Atlanta in Braselton. The tire maker has acquired naming rights to the South Hall road course facility.

The new four-story tower is expected to open at the 2019 Motul Petit Le Mans event, according to the release. Michelin Tower will include a 300-person hospitality and event space, 10 hospitality suites and a rooftop viewing deck.

“Michelin’s legacy at Road Atlanta runs deep, and these moves will, without question, drive that legacy even further,” Geoff Lee, president and general manager at Road Atlanta, said in a statement. “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 toward for a very long time, so it can’t be overstated how monumental it is as this finally comes to fruition.”

Michelin has been affiliated with Road Atlanta since the facility opened in 1970, and the race track has served as a testing ground for the company’s tires. Michelin is already Road Atlanta’s official tire partner and the front straight bridge and many other signs are branded with the “Michelin Man” mascot.

“This is the first time globally that Michelin will have naming rights with a race circuit,” Scott Clark, chairman and president of Michelin North America, said in a statement. “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.”

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