Michelin swaps rubber tires for virtual ones
The French brand has become a sponsor of the Rocket League esports championship, the popular video game that blends automotive racing with football.
The collaboration was inked with BLAST, the Danish company that organizes the Rocket League Championship Series in partnership with Epic Games.
Michelin will be integrated into the game's ecosystem and will feature prominently in all live broadcasts, alongside various activations involving its iconic mascot at live events.
Through this agreement, the brand aims to engage a younger audience of new drivers while reflecting its core values of "safety and performance" within the digital environment.
