• Loading stock data...
Friday, July 4, 2025

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.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Jun 8, 2025; Brooklyn, Michigan, USA; NASCAR Cup Series driver Denny Hamlin (11) celebrates with his team, holding up three fingers, one for each of his victories at Michigan International Speedway, after winning the FireKeepers Casino 400.

Judge Urges Michael Jordan, Co-Plaintiffs to Settle With NASCAR

Jordan’s racing team filed a co-suit in October alleging antitrust practices.

Kentucky Derby Arrives With $920M Churchill Downs Expansion Stalled

The iconic venue had planned a $920 million renovation project.
exclusive

ESPN+ Getting Into Live Car Auctions With Mecum

ESPN+ will stream more than 180 hours of live auctions per year.
Drivers parade through pit lane at the start of the NASCAR Cup Series EchoPark Automotive Grand Prix at Circuit of the Americas on Sunday, March 2, 2025 in Austin.

NASCAR Is More Popular Than You Might Think

Last weekend’s NASCAR race averaged 4.1 million viewers on Fox.

Featured Today

3,000 Hot Dogs, $20K in Prizes: Behind the Nathan’s Eating Contest

Nathan’s serves up thousands of hot dogs and $20,000 in prize money.
July 3, 2025

Geoffrey Esper Can’t Catch a Break at Nathan’s Hot Dog Eating Contest

“Hot dogs is not one of my favorite competitions of the year.”
June 29, 2025

The Battle Over Wimbledon’s Ambitious Expansion Plan

A classic NIMBY standoff on one of the most hallowed grounds in sports.
Seattle Rough & Tumble
June 28, 2025

Women’s Sports Bars Are on the Rise. Survival Isn’t Guaranteed

Some women’s sports bars are cashing in. Others are clawing for funding.

UFC’s Vegas Sphere Fight Should Set Records

The MMA fight has big aspirations and a budget to match.
August 13, 2024

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

Duael will debut in March 2025 with the inaugural Duael 100.
September 8, 2024

Guardian Caps Make NFL Debut

Multiple NFL players wore Guardian Caps over their helmets Sunday.
Sponsored

Hottest Matchups Following NFL Schedule Release

The NFL released the 2025 regular-season schedule, and anticipation is already building in the ticket marketplace with four months to go.
August 11, 2024

Guardian Caps Have Arrived in the NFL—Ahead of Schedule

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

How Omega Timing Determined Noah Lyles Won Olympic 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.
Sponsored

Rewriting the Sports Media Playbook

WSC’s highlight automation improved Clemson’s content strategy and overall growth.