European media outlet Sheep Esports has announced its expansion into the Rocket League competitive scene through the acquisition of Shift (ShiftRLE), a platform known for its coverage and roster tracking within the Rocket League community, and the closing of a partnership deal with French tyre manufacturer Michelin.

The collaboration aims to establish a brand-new media project dedicated to coverage of the title, continuing with members of the former Shift platform. The move marks the outlet’s strategic diversification into a new esport title. Sheep’s coverage has historically focused especially on the Riot Games‘ esports ecosystem, with League of Legends as a pillar.

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The new media project, named Sheep Esports RL, will focus entirely on the Rocket League landscape. The project will leverage these personnel to provide scene coverage, updates, and editorial content, utilizing the established social media reach of the ShiftRLE channels.

This development links closely to Michelin’s commercial expansion within the game’s ecosystem. Earlier this year, tournament organiser BLAST and publisher Epic Games’ Psyonix welcomed Michelin as an official partner of the Rocket League Championship Series (RLCS).

That agreement marked a high-profile entry for the tyre manufacturer into competitive gaming, selecting a title that directly aligns with its automotive heritage. By financing a dedicated media project alongside former Shift staff, Michelin is extending its brand presence beyond official RLCS tournament broadcasts and directly into daily community news and transfer market reporting.

Geographically, the partnership capitalises on a market where the esport has a significant footprint. France represents one of the most prominent regional markets for Rocket League globally, sustaining a highly active competitive community and viewership base. This regional density aligns directly with the domestic origins of both Sheep Esports and Michelin, which are headquartered in the country. The French market has historically served as a central hub for the title’s professional scene, featuring several major local organisations such as Karmine Corp and Team Vitaity, and top-tier players.

Sheep Esports was originally founded in 2023 by Brieuc “LEC Wooloo“ Seeger. The platform has built its industry presence on delivering exclusive leaks and updates, particularly regarding regional roster movements within League of Legends and VALORANT.

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