• Loading stock data...
Thursday, July 31, 2025
Tuned In returns to NYC on September 16. Hear from the biggest names in sports media. Click here to get your spot

Michelin Makes Largest Motorsports Commitment Ever With IMSA

Michelin-IMSA

Chances are most of you have heard of Michelin. Whether it’s from seeing its iconic “Michelin Man” on your TV, or driving a car with Michelin tires, the brand has become synonymous with safety and excellence.

The question now is, have you heard of IMSA? For those who haven’t, IMSA — short for the International Motor Sports Association — was started by John Bishop and his wife Peggy in 1969 with help from Bill France, Sr. of NASCAR, and is the premier sanctioning body for sports car competition in North America.

In 2014, IMSA became the sanctioning body of the WeatherTech SportsCar Championship, the top level of sports car racing in North America, which resulted from the merger of Grand-Am Road Racing and the American Le Mans Series presented by Tequila Patrón. The merger was announced in 2012 with the two series operating separate schedules in 2013.

[mc4wp_form id=”8260″]

While it may not be the most visible motorsports series in the U.S., it is one of the fastest growing — with year-over-year increases in television viewers, as well as key digital and social media metrics to go along with an unprecedented number of manufacturers (13 in WeatherTech Championship, 17 in IMSA as a whole).

Thanks to a stable of corporate sponsors that include the likes of WeatherTech, Konica Minolta, and Netjets, IMSA has seen a resurgence after the aforementioned merger. As with any rapid growth, comes the opportunity for new partners to get involved, and that is exactly what Michelin saw when evaluating what the potential deal would look like.

“Although IMSA is small in comparison to other motorsports platforms in North America, it’s growing and its notoriety is expanding,” said Chris Baker, motorsport director for Michelin North America. “The truth is that this is really the only logical choice for us.”

Michelin, which will take over for Continental Tire as the “Official Tire of IMSA” at the end of this racing season, sees not only the opportunity to make technological improvements but finds itself in front of a key consumer demographic.

“Our particular interest in IMSA is that we view the series as a platform that can help us to address a particular group of consumers in which we have a deep interest in,” said Baker. “We call them premium driving pleasure consumers, which is our internal vernacular, but essentially these are folks who treat driving as something other than a way to go from point A to B.”

Considering IMSA’s positioning in North American motorsports, this opportunity for Michelin becomes one in which fans will not only get to see the brand when it comes to activations, but experience how it performs on the track — a key component of engaging the PDP consumers, according to Baker.

“They’re willing to spend a fair chunk of their disposable income on high-value products and they are influenced by the notion of brands participating in a legitimate and credible way in motorsport. IMSA offers most, if not all, the components we’re looking to address to those consumers.”

Having been involved in IMSA in other capacities before, the extended partnership between the two is seen by IMSA President Scott Atherton as a game-changer for the future of a series that is already trending upward.

“The significance of this expanded partnership with Michelin, one of the world’s most recognized premium brands, cannot be overstated,” said Atherton. “IMSA has enjoyed a long and successful relationship with Michelin, and we are proud to confirm this long-term agreement.”

Michelin, which already has numerous partnerships — from Monterey Car Week to the National Council of Corvette Clubs — sees the new relationship with IMSA serving as the face of all its other consumer marketing activity.

The reason? It gives the company a rallying point to connect all of their other efforts.

“We’re not going to stop doing things that we do today, but we’re going to center them so that our partnership with IMSA becomes a focal point for all of our consumer marketing activities,” mentioned Baker when speaking on the ability to align everything. “It will become a great learning and development platform for us in our B2C sales community.”

Outside of your standard on-track activations, Michelin will use the expanded partnership to further develop an influencer program it started working on last year. Taking a more holistic approach, the brand breaks down its efforts and the influencers the company works with into two different buckets, vertical influencers, and horizontal influencers.

Baker sees the largest opportunity with horizontal influencers.

“Horizontal influencers, on the other hand, are those who aren’t really endemic to the space. They might be artists or musicians or cooks, who also have an interest in cars and trucks that their followers are aware of but it’s not their thing. So, when you combine these two groups, you have this amazing synergy with the guy who is the famous chef, and also has an interest in cars, gets to unlock his passion in a very real, visceral way at the racetrack.”

It’s this unique opportunity that horizontal influencers present that allowed Michelin to drive over 200 million impressions during its first test run of the program.

By combining the influencer program with its newly elevated status within the series, Baker and the team at Michelin now have an even bigger platform in which to tell stories about the brand.

“We want to tell stories. We want to have more opportunities for consumers to have experiences,” said Baker. “We now have the chance to give consumers the amazing opportunity to go behind the scenes, to sit in a race car and ride on the racetrack and have a bucket list experience. We want to be a part of creating those memories.”

[mc4wp_form id=”8260″]

Whether it’s the brand’s pedigree of innovation, or its desire to stand out amongst the competitors, one thing is for certain: Baker and his team didn’t make such a large commitment to stay status quo.

“If we came in and did what everybody else did, honestly, there’s no reason for us to be here.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Las Vegas sign

College Sports Embracing Vegas After Years of Cold Shoulder

The Big Ten became the latest newcomer to Sin City.
2000, Jupiter, FL, USA; FILE PHOTO; Montreal Expos pitcher Hideki Irabu in action on the mound against the New York Mets at Roger Dean Stadium during Spring Training

Dead Sports Franchises Are Alive and Well on Twitter

The Expos, Sonics, and Whalers have active social media accounts.
Limited Hype

Sneaker Reselling Was Once Easy Money. Success Is Now Complicated

Vendors need to evolve what they’re selling and how they do it.

Featured Today

Ryan Field Construction
exclusive

First Look Inside Northwestern’s $862 Million New Ryan Field

Five big things FOS learned on our exclusive stadium tour.
Jul 21, 2024; Ayrshire, SCT; Xander Schauffele celebrates with Claret Jug after winning the Open Championship golf tournament at Royal Troon.
July 17, 2025

The Boozy History and Traditions of The Open’s Claret Jug

The Open awards the world’s most famous wine decanter.
2025 PDC World Darts Championship Final - Luke Littler vs Michael Van Gerwen
July 16, 2025

A Teen Darts Prodigy Is Becoming Bigger Than the Game Itself

Luke ‘The Nuke’ Littler is cashing in on his devastatingly accurate shot.
May 31, 2025; Philadelphia, PA, USA; Sydney McLaughin-Levrone (USA) reacts before the women's 100m hurdles during the Grand Slam Track Philadelphia at Franklin Field
exclusive
July 13, 2025

Track’s New Money Is Running Into Old Problems

The sport’s big-money era has hit some speed bumps in 2025.

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Jul 19, 2024; Phoenix, Ariz., United States; Sheryl Swoopes hosts a WBNA All-Star brunch in honor of her former teammate, Nikki McCray Penson, at Thea in Phoenix on July 19, 2024
May 12, 2025

Sheryl Swoopes: A’ja Wilson Shoe Campaign Shows Nike Sea Change

Nike released the Air Swoopes in 1995.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
Apr 12, 2025; Cleveland, Ohio, USA; MLB umpire Ron Kulpa (46) calls a third strike during a game between the Cleveland Guardians and the Kansas City Royals at Progressive Field
May 4, 2025

Pro Refs Get Offered Free Lasik for Better Calls. Some Took It

Some pro officials have sprung for the offer for free corrective surgery.
January 15, 2025

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
exclusive
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.