Michelin is the ‘official tire technology partner’ for Sony Playstation’s Gran Turismo franchise. The new contract involves new Michelin content in the Gran Turismo Sport game, including Michelin-themed section in its ‘Brand Central’ virtual museum to introduce players to Michelin’s history in motorsports, Michelin tire technology in the ‘Tuning’ section of the game, as well as on-track branding elements and scenes from iconic motorsports competitions and venues.

Playstation’s Gran Turismo Championships is FIA certified and regarded as one of the most realistic driving games around.

Michelin says it uses motorsports as a “laboratory to collect vast amounts of real-world data that power its industry-leading models and simulators for tire development”.

The company is involved in racing series such as the FIA World Endurance Championship, FIA World Rally Championship, FIA Formula E and International Motor Sports Association series in the US.