Michelin announces Michelin Cup for gamers in India

Published on:

Michelin has announced the launch of Michelin Cup for egamers in India. Designed in partnership with PlayStation’s world-class and authentic driving game franchise Gran Turismo, the contest will run from 29 November to 18 December 2021. In 2019, PlayStation selected Michelin as “official tire technology partner” for its Gran Turismo franchise, the popular driving game.

Post the massive success of the first edition in 2021 in the MENA region, the latest edition of the Cup will see thousands of participants from the MENA region, India, and South Africa compete for a prize pool of $ 40,000 – the first prize is $20,000, the second is $15000, and the third is $5000. Registration for the transcontinental egaming event is now open.

At the launch of the Michelin Cup, B2C Michelin India commercial director Manish Pandey said, “After receiving an overwhelming response for our pilot edition in the MENA region, we decided to bring the experience to India. This game connects the most successful virtual driving experience in the world with the global leader for high-performance tire. Michelin leads the industry in tire simulation and we hope gaming enthusiasts in India will enjoy the collaboration and help more gamers understand the critical role that Michelin play in optimizing vehicle performance.”

ALSO READ: Our goal is to be India’s top esports marketing agency: Cornerstone Sport COO Jogesh Lulla

Registrations for the first week of races has opened on the 29 November and close on 5 December, while registrations for the second week will begin on 6 December and close on 12 December. All players will get to register for their region for the leaderboard-based tournament. Twelve finalists from across the three regions will race it out on one track during the grand finale on 18 December for the big prizes.

Participating countries include the UAE, Saudi Arabia, Oman, Bahrain, Kuwait, Qatar, South Africa, Algeria, Egypt, Morocco, and India.

This year’s Michelin Cup is capitalising on the learning of the first pilot and is launched in collaboration with Power League Gaming, a top egaming specialist leading campaign strategy, production, and marketing.

As per the multi-year agreement with PlayStation in 2019, the game will feature Michelin-branded tires and introduce players to Michelin’s deep history in global motorsports, performance, and innovation.