Michelin backs RLCS

Michelin’s announcement was published on March 2, 2026 and framed the collaboration as a bid to “strengthen the brand’s visibility among younger generations,” tying the move to the company’s long‑running engagement with gaming. (news.michelin.co.uk) The Michelin release also pointed to RLCS’s audience reach, noting the season regularly generates “tens of millions” of global views for events and broadcasts. (news.michelin.co.uk) The Paris Major tied to the 2026 RLCS run is scheduled for May 20–24, 2026 at Paris La Défense Arena, will feature 16 teams, and lists a $354,000 total prize pool on tournament pages. (liquipedia.net) Local reporting and organisers projected very large onsite crowds for the Paris showpiece, with coverage citing expectations of roughly 25,000 spectators per day at La Défense Arena. (sportbuzzbusiness.fr) French outlets have published early in‑game mockups and reported that Michelin‑branded cosmetic content—customisable tyre skins and Bibendum stickers—plus exhibition plans such as stands and driving simulators are being prepared for the season and the Paris Major. (lecourrierdesentreprises.fr) Initial coverage notes that Michelin branding will extend beyond in‑game items to broadcasts, social media and onsite activations, while neither party disclosed the financial terms or the length of the agreement in first statements. (esportsinsider.com) The tie‑up follows Michelin’s stated 25‑year history of partnerships in gaming and automotive simulations, a background the company used to justify bringing its automotive identity into Rocket League competition environments. (tyrepress.com)