Friday, May 29, 2026

Michelin Signs On to Become Roborace Tire Partner

In what will be the first global championship for driverless cars, Roborace will be made up of ten teams, each with two driverless cars competing in the races.

Roborace was announced back in 2015, but is still in the works to launch. Photo via Formula E

Roborace was announced back in 2015, but is still in the works to launch. Photo via Formula E

The 2017 Consumer Electronics show just wrapped up in Las Vegas last week, and the tech world has been buzzing. Among the multitude of new technology that consumers can expect this year is increased access to virtual reality (VR), new wearable fitness trackers, the thinnest TVs ever, and many others.

In the past year or so, drones have become increasingly popular. From personal use creating fun birds-eye view videos, to drones getting some odd publicity in the case of Cleveland Indians’ pitcher Trevor Bauer’s injury, and even the Drone Racing League, these pilot-less machines have taken the consumer world by storm. Building on this popularity, and utilizing technological advances, a new league has been formed — Roborace.

For those unfamiliar with the Drone Racing League, contestants are essentially pilots of individual drones that race through a series of checkpoints in areas that one would otherwise not think about holding an event. For instance, the DRL held an event at Miami’s Hard Rock Stadium in which contestants flew their drones not only through the seating area, but also through the concourse and warehouse areas of the stadium. There was even a worn down warehouse that was converted to a DRL course. The pilots are stationed away from the course and navigate their drones through the course via remote control and eyewear that allows them a first person point of view through the course from the drone’s camera.

Unlike the DRL, Roborace is a motosport championship in which “drivers” navigate the same tracks the FIA Formula E Championship uses. In what will be the first global championship for driverless cars, Roborace will be made up of ten teams, each with two driverless cars competing in the races. The teams will have to develop their own real-time computing algorithms and artificial intelligence technologies to power the car.

Mock up of the

Mock up of the “Robocar.” Photo via The Verge

The car, which is aptly dubbed the “Robocar,” is the world’s first driverless electric racing car. According to the Roborace website, it was designed by Daniel Simon, who is known for his work on Hollywood sci-fi projects such as Tron: Legacy, Oblivion and Captain America.

Although Roborace was initially announced in 2015, with the goal of launching during the 2016–17 Formula E racing season, there have been some minor speed bumps along the way (no pun intended). Back in November, Roborace took a step towards its inaugural season by releasing a video of its test car, DevBot, completing 12 laps on its own at the Formula E race in Morocco.

Although Roborace already had two global partners, both in the tech space, the league took another step towards legitimacy with the announcement of Michelin Motorsports becoming its official tire partner. According to Tire Business, Michelin will use its “next-generation” road-going tires for the series. The partnership goes beyond just supplying the tires, though. Michelin will also assist Roborace in the development of its car, which Roborace has been testing for the past few months at Michelin’s testing facility in Ladoux, France. The other two partners are: Nvidia, which will provide the Robocar’s A.I. brain with its Drive PX2 technology, and Charge, which will supply all power electronics.

Taking the league a step further, it will be interesting to see if it adopts a similar sponsorship portfolio as NASCAR, with logos covering almost the entire exterior of the vehicle. Given the increase in driverless technology (Uber experimenting with driverless rides, drones, etc.), the various tech companies looking to break into the sports sponsorship realm could potentially be chomping at the bit for Roborace to launch.

To stay up to date with Roborace news, check out their website, follow the league on Twitter, or subscribe to the YouTube channel.

This field is for validation purposes and should be left unchanged.

Sign up for
The Memo Newsletter

Get the biggest stories and best analysis on the business of sports delivered to your inbox twice every weekday and twice on weekends.

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Formula 1

Gucci Is Making a Big Bet on Sports

Gucci will be the title sponsor for Alpine Formula One team starting next year.
Sponsored

The Hidden Economy of Race Weekend

Learn more about the Vintage Flying Museum and how Spectrum Business is helping them achieve their business goals while fueling their dreams.

Felix Rosenqvist Wins Wild Indy 500 After Record 70 Lead Changes

There were 14 different leaders at various points in the race.
Racin' With The Boys
exclusive

‘Bussin’ With the Boys’ Launching New NASCAR Show

Peyton Manning’s Omaha Productions will produce the show.

Featured Today

May 23, 2026; Anaheim, California, USA; Fans participate in a tarp off during a MLB game between the Los Angeles Angels and the Texas Rangers at Angel Stadium

‘Tarps Off’: How Shirtless Fans Took Over MLB

The viral movement began with the SFA club baseball team.
Apr 6, 2026; Arlington, Texas, USA; Seattle Mariners catcher Cal Raleigh (29) walks to the on deck circle during the game against the Texas Rangers at Globe Life Field
May 28, 2026

Why Ballparks Are Louder Than Ever

Some stadiums sound like veritable nightclubs. How did we get here?
May 24, 2026; Evanston, IL, USA; Northwestern Wildcats attack Kathryn Ratanaproeksa (13) shoots against the North Carolina Tar Heels during the first half at Martin Stadium
May 26, 2026

Can Women’s Lacrosse Buck the Trend in College Sports?

The sport is fighting to prove its worth in the revenue-sharing era.
May 22, 2026

Big Money on the Line on Premier League’s Final Day

Arsenal has won the title, but millions are still at stake.
Sponsored

The Hidden Tech Behind Every Touchdown

Nearly two-thirds of NFL stadiums already rely on Cisco networks, and the Super Bowl will showcase the full scale of the partnership.
September 8, 2024

Guardian Caps Make NFL Debut

Multiple NFL players wore Guardian Caps over their helmets Sunday.
September 13, 2024

UFC’s Vegas Sphere Fight Should Set Records

The MMA fight has big aspirations and a budget to match.
Sponsored

The Hidden Economy of Race Weekend

Learn more about the Vintage Flying Museum and how Spectrum Business is helping them achieve their business goals while fueling their dreams.
August 13, 2024

Duael’s Racing Brackets Are Yet Another Stab at Saving Track

Duael will debut in March 2025 with the inaugural Duael 100.
August 11, 2024

Guardian Caps Have Arrived in the NFL

Colts star Jonathan Taylor strapped one on for Sunday’s preseason game.
August 5, 2024

How Omega Determined Noah Lyles Won Gold

Omega touches every corner of the Olympics.
The Adidas ball has changed over the years.
July 25, 2023

The Most Advanced Tech at the Women’s World Cup Might Surprise You

This year’s OCEAUNZ introduces connected ball technology to the women’s game.