IMSA Insider: Michelin GT Challenge, Ten Years Strong
Photo: Michelin IMSA returns to Virginia International Raceway this weekend for the tenth anniversary of the Michelin GT Challenge, an event built around ideas that continue to shape the weekend a decade later. Sarah Robinson, Michelin’s Motorsports marketing manager when the title sponsorship began, remembers the decision as being about more than putting Michelin’s name on the event. “We were there because it was the right thing to do from a technology standpoint,” said Robinson. “It was the right thing to do from a fan and experience standpoint.” Back in 2015, GTLM was the only open-tire category remaining in IMSA following the merger of the American Le Mans Series and Grand-Am, giving Michelin an opportunity to compete and develop against other tire manufacturers. “There weren’t really any opportunities for GT Le Mans to be the star of the show,” said Robinson. “So with the GT Challenge at such a special track like VIR, it was tha...