World Rally Championship Renews Michelin Partnership

August 20, 2014

The FIA World Rally Championship has extended its deal with tyre supplier Michelin through to the end of the 2016 season. 

The French giant has been a partner, and official supplier, of the championship for many years, providing tyres to most of the participating teams in that time, and will be rewarded for its continued co-operation with a comprehensive ‘visibility package’ that includes TV-relevant banners along on stages and its logo embedded in on-screen results.

In addition, there will also be customised integration of the brand via the series’ comprehensive digital service, with editorial articles complimenting the usual promotional presence on the championship’s official website. Michelin will continue to use WRC audio and visual content on its own websites and social media channels. 

“This extension of our partnership with WRC was a logical step for us to take,” Michelin motorsport director Pascal Couasnon admitted, “The FIA World Rally Championship offers an authentic environment for Michelin to demonstrate the quality and endurance of our tyres, often under the most extreme conditions, [but] this co-operation also facilitates a significant global media visibility throughout almost the entire year. 

“In 2013, more than 600 million fans worldwide followed the WRC on TV and more than three million visited the rallies on site. These numbers speak for themselves and we are waiting for other improvement.” 

The announcement of Michelin’s continued involvement is a major step for promoter GMBH, a joint venture between Red Bull Media House and the Sportsman Media holding. 

“We are delighted to continue to have Michelin at our side as a partner,” MD Oliver Ciesla confirmed, “We can guarantee Michelin an attractive environment at the stages, in the service park and on television. 

“From the start of the current season, we have been able to significantly increase the transmission times compared to last season and thanks to our media strategy involving more live action. Michelin, as a WRC partner, profits from this development.” 

The 2014 WRC continues this weekend with Rallye Deutschland, the first all-tarmac round of the season.