Michelin Extends Sebring International Raceway Sponsorship

By Community | February 20, 2013

Michelin and Sebring International Raceway have extended their relationship through 2014 it was announced today. 

Having linked the paddock and infield of the iconic 3.74-mile circuit both literally and figuratively for the 2011 launch of the MICHELIN Pilot Super Sport tire, Michelin will build on that success for the launch of the newest member of the Michelin Pilot family of Ultra High Performance tires, the new MICHELIN Pilot Sport A/S 3TM tire.

As part of the agreement, the Turn 17 Michelin Bridge will now feature the MICHELIN Pilot Sport A/S 3 tire as Michelin continues as the Official Tire of Sebring International Raceway. The new signage will debut in front of an audience of over 175,000 fans attending the Mobil 1 Twelve Hours of Sebring fueled by Fresh from Florida race weekend, March 13-16, 2013.

“Our MICHELIN Pilot Sport family of Ultra High Performance tires are born from endurance racing with technologies and innovations we have developed in open competition at Sebring and Le Mans,” said Don Byrd, vice-president, marketing, Michelin Americas Small Tires (MAST). “The fans at Sebring know and appreciate total performance and that is exactly what the new MICHELIN Pilot Sport A/S 3 delivers for enthusiasts and their own vehicles. The turn 17 bridge linking the pit and paddock area to the infield and the fans is the ideal visual link connecting our MICHELIN Pilot Sport A/S 3 tire’s endurance racing technology to consumers.”

From a competition standpoint, the 61st Mobil 1 Twelve Hours of Sebring race provides a true test of the balance of tire performance as exceptional handling, braking, power down and extended wear all contribute to overall performance. Michelin and its technical partner teams from BMW, Audi, Porsche and Peugeot have taken the overall 12 Hour race victory at Sebring in each of the past 14 consecutive years.

The MICHELIN Pilot Sport A/S 3 tire, born from endurance racing, launches in the United States this summer and is appropriately featured on the newest signage around the Turn 17 Sebring circuit.

“We are delighted to continue our relationship with Michelin as the official tire of Sebring and to help them feature the all-new MICHELIN Pilot Sport A/S 3 tires,” said Tres Stephenson, Sebring president & general manager. “Michelin became the first tire maker and just the fourth manufacturer (joining Porsche, Ferrari and Audi) inducted into the Sebring Hall of Fame in 2010. Michelin technical partner teams have won the Mobil 1 Twelve Hours of Sebring for the last 14 consecutive years. Our Sebring fans know and respect Michelin.”

The MICHELIN Pilot Super Sport and MICHELIN Pilot Sport A/S 3 tires owe their excellence to years of success in the world’s most demanding endurance races. The MICHELIN Pilot Super Sport tire integrates technologies that have demonstrated their validity and efficiency at the highest levels of motorsports that have helped it to become the new benchmark in UHP tires.

Two of the three most innovative technologies featured in the MICHELIN Pilot Super Sport tire were developed at Sebring and at the 24 Hours of Le Mans: a Bi-Compound tread, allowing for exceptional grip and endurance and Twaron, a high-density fiber providing the MICHELIN Pilot Super Sport tire with superior high-speed stability.

“Michelin seeks out open competition like the American Le Mans Series and WEC for many reasons including a technical push to constantly innovate and develop new technologies, while allowing consumers to see our performance advantages for themselves,” said Chris Baker, director, motorsports, Michelin North America. “Adding our signage and relationship with an iconic venue like Sebring reinforces that approach.”