Michelin Raceway Road Atlanta and WeatherTech announced today an extension to their existing partnership, which will now see the automotive accessories brand retain it’s Official Partner title with the racetrack through 2029 as part of a multi-year contract.

WeatherTech, a leading manufacturer of auto, home and pet products, is based in the greater Chicago area and maintains a global sales presence. WeatherTech also places a focus on developing and promoting their brand through top-level motorsports affiliation, including with numerous racing series, teams and racetracks.

Michelin Raceway Road Atlanta and WeatherTech first partnered in 2016 and celebrated a milestone decade-long partnership earlier this year, as Weathertech has served as an Official Partner of Michelin Raceway Road Atlanta for the entirety of the 10 years. Throughout this decade of sponsorship, WeatherTech has been involved in many noteworthy events at the north Georgia racetrack, most recently including the first-ever sold-out Motul Petit Le Mans in 2025.

The two organizations are deeply rooted in North American sportscar racing and the greater automotive communities, with WeatherTech putting emphasis on their motorsports presence through various additional partnerships, including as the title partner of the IMSA WeatherTech SportsCar Championship. Each year, the WeatherTech Championship contests their season finale event at Michelin Raceway Road Atlanta in the fall for what has become known as one of the most iconic sportscar endurance races in the world – Motul Petit Le Mans.

“Michelin Raceway Road Atlanta is one of the most storied venues in American motorsports, and our continued sponsorship underscores how deeply we believe in its future,” said David MacNeil, founder and CEO of WeatherTech. “This iconic track represents passion, precision, and endurance — the same values that guide everything we make at WeatherTech, every day of the year. We’re proud to continue supporting a place that means so much to fans, teams, and the sport as a whole.”

WeatherTech has become synonymous with the racetrack and Motul Petit Le Mans event through their activation, including prominent signage throughout the facility, an annual digital presence and more. WeatherTech’s established commitment to both the IMSA WeatherTech SportsCar Championship and Michelin Raceway Road Atlanta further demonstrates the significance of these two key players to their overall consumer strategy.  

“For over a decade, WeatherTech has been a core presence for competitors and spectators alike at Michelin Raceway Road Atlanta,” said Rick Humphrey, president and general manager of Michelin Raceway Road Atlanta. “Through a shared passion for motorsports and automotive excellence, WeatherTech and Michelin Raceway have built on the spectator experience at the track while connecting our audience to WeatherTech’s superior product lines. The brand exposure and direct consumer engagement through our loyal community of fans is clearly something that WeatherTech finds great value in, and we’re proud to continue to partner with them.”

The 29th Annual Motul Petit Le Mans kicks off on Wednesday, Sept. 30 and culminates with the 10-hour IMSA WeatherTech Championship season finale endurance race on Saturday, Oct. 3. This four-day event also features competition from the IMSA Michelin Pilot Challenge in the FOX Factory 120, the VP Racing SportsCar Challenge, Whelen Mazda MX-5 Cup presented by Michelin, and Porsche Carrera Cup North America.

Tickets are on sale now at www.michlinracewayroadatlanta.com.

ABOUT MICHELIN RACEWAY ROAD ATLANTA
Michelin Raceway Road Atlanta opened in 1970 and is recognized as one of the premier road racing circuits in North America. Located less than an hour north of downtown Atlanta, the track hosts several major events during the year including the world-famous Motul Petit Le Mans, Formula DRIFT, HSR The Mitty vintage classic, MotoAmerica superbike event and numerous club and corporate events. In 2019, Michelin Raceway Road Atlanta opened the award-winning Michelin Tower, a 45,000-square foot structure that overlooks the start/finish line and serves as a multi-purpose event space, available for year-round rental to motorsports and non-racing customers alike.

ABOUT WEATHERTECH
For decades, WeatherTech has delivered on its promise of quality and craftsmanship through a commitment to American-made auto, home and pet products. Globally renowned for its laser-measured FloorLiner™ and innovative CupFone®, the Bolingbrook, Illinois headquartered company continues to push industry boundaries through superior design, engineering and international brand recognition. More information can be found at weathertech.com.