Esports production company BLAST and Epic Games‘ Psyonix have welcomed Michelin as an official partner of the Rocket League Championship Series (RLCS), marking a high-profile appearance of the tyre manufacturer in competitive gaming through a title that aligns with its automotive heritage.
The partnership was announced during the opening of the RLCS 2026 Boston Major, currently taking place at Agganis Arena. Michelin will be promoted across RLCS broadcasts and social media assets, including a launch video that draws parallels between the manoeuvres performed by Rocket League players and the performance attributes of Michelin tyres.
The deal leverages the natural brand synergy between a tyre company and a game centred on car-based football, a connection highlighted in the promotional material shared across Rocket League Esports’ social channels. Michelin’s return to esports comes after previous partnerships within the motorsports simulation space, including its presence in iRacing.
The announcement follows a series of commercial agreements secured for the RLCS 2026 season. BLAST recently named Meet Boston as the official destination partner for the current Major, integrating the city’s tourism bureau across broadcast and on-site activations to drive attendance and overnight stays.
Additionally, Progressive Insurance renewed its role as the RLCS Presenting Sponsor for the entire 2026 competitive calendar, continuing a major partnership that has been a fixture of the circuit’s recent seasons.
The RLCS 2026 Boston Major runs from February 19-22 on the Boston University campus’ arena, featuring 16 international teams competing for a $354,000 prize pool. The event serves as the first Major of the new competitive season and is expected to draw thousands of attendees to the venue.
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