Michelin becomes official tyre partner of Gran Turismo
Global tyre manufacturer joins iconic Playstation car game franchise in multi-year dealCar nerds and avid gamers will now be able to further customise their vehicle's tyre settings thanks to a free download coming next month.
It comes as Michelin, one of the largest tyre manufacturers in the world, has announced a multi-year deal in collaboration with one of the world's best-known car-racing game franchises, Gran Turismo on the Playstation.
From October, Gran Turismo Sport players will be able to download the free Michelin-themed content which includes on-track branding elements and scenography at various motorsport venues throughout the game.
There’ll also be a new Michelin section on the Gran Turismo Sport 'Brand Central' virtual museum, which "introduces players to Michelin’s deep history in global motorsports, performance and innovation," says the tyre manufacturer.
Further, players will be able to customise their vehicle’s tyres via the ‘Tuning’ section of the game, more than the already established soft, medium and hard formats.
The agreement between Gran Turismo and Michelin also aims to bridge the gap between virtual and real racing, according to Kazunori Yamauchi, the videogame series producer and president of Polyphony Digital Inc.
“With its passion for motorsports and solid engineering knowledge, having Michelin, the world’s leading tyre brand, come on board as an official tyre supplier of The Championships and technical partner helps us continue our vision of [bridging the gap],” he said.
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Michelin says it will share knowledge, gathered through racing series such as the FIA World Rally Championship, FIA World Endurance Championship and FIA Formula E, with Sony in an aim to provide players with "a new dimension of strategy and competition linked to tyre selection and performance."
The aim, it insists, it to draw "...ever closer to the pit-level decisions that race teams evaluate on every track."
Michelin produced over 190 million tyres in 2018.
It's not clear how much the sponsorship deal cost the tyre manufacturer.
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