Road Atlanta

What Road Atlanta does

Michelin Raceway Road Atlanta (legal entity Michelin Raceway Road Atlanta, LLC) is a 2.54-mile, 12-turn world-class motorsport road course located on a single 5300 Winder Highway site in Braselton, Georgia, approximately 50 miles northeast of Atlanta. Established in the 1970s and operated today as a private facility within the NASCAR network of tracks, the venue hosts a year-round calendar of professional and amateur spectator events headlined by the 29th annual Motul Petit Le Mans IMSA WeatherTech SportsCar Championship endurance race (scheduled September 30 – October 3, 2026), alongside SCCA, World Racing League, FARA, Mustang Club of America, WERA, USAC Porsche Sprint Challenge, HSR Classic, GRIDLIFE, and Formula DRIFT events. The SCCA National Championship Runoffs are scheduled to return in 2027.

The venue operates seven distinct revenue streams: spectator event tickets (distributed through Ticketmaster, the iOS Road Atlanta mobile app, phone sales, and on-site box office), private track rentals, premium hospitality in the Michelin Tower (capacity up to 300 guests with all-inclusive catering), corporate sponsorships anchored by Michelin (title), Motul, Invesco QQQ, BMW M, WeatherTech, and others, on-site concessions and food & beverage serving 400,000 annual visitors, branded merchandise (shop.roadatlanta.com), and ancillary services (RV camping, golf-cart rentals, parking). Two subscription membership tiers — the Ultimate Fan Club and the Podium Club — provide recurring engagement. The 2.54-mile road course is supported by full paddock, hospitality, and event infrastructure, with named partnerships spanning safety (Whelen, Safety-Kleen), ticketing (Ticketmaster), charitable work (Austin Hatcher Foundation for pediatric cancer), and cross-promotion (Lanier Islands resort).

Customer segments span B2C motorsport spectators and families (with free admission for children 12 and under), B2C/B2B car clubs and track-day participants, B2B corporate event clients using the Michelin Tower, and B2B racing series and event promoters. Ticketing is event-driven and direct-to-consumer; track rentals and corporate hospitality are sold via inside sales. The company has no disclosed venture funding, is not publicly traded, and has no recorded M&A, leadership, or restructuring activity in the source data.

Name

Road Atlanta

Legal name

Michelin Raceway Road Atlanta, LLC

Website

https://roadatlanta.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

Michelin Raceway Road Atlanta is a NASCAR-owned, 2.54-mile motorsport road course in Braselton, Georgia, hosting professional and amateur spectator races, private track rentals, and corporate hospitality at the Michelin Tower for 400,000 annual visitors.

Ownership category

akta.pro rank

Product category

Motorsport Racing Venue

NAICS

Racetracks (711212), Spectator Sports (7112)

SIC

Services-Racing, Including Track Operation (7948), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Motorsports Tracks & Racing Facilities (MPAKAEAC)

akta.pro secondary industries

Race Promoters & Event Organizers (Race Weekend Operations) (MPAKAGAC), Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD), Motorsports & Racing Experiences (THAJAFAF)

Keywords

• Motorsport racing facility
• Track day rentals
• Spectator racing events
• Corporate hospitality venue
• Endurance racing events

Headquarters

HQ city

Braselton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Others

Revenue model

1. Spectator Event Tickets: Ticket sales for spectator racing events including the flagship Motul Petit Le Mans endurance race. Sold via Ticketmaster integration, mobile app, phone, and on-site box office.
2. Track Rentals: Private track rental opportunities for car clubs, corporate events, and track day programs. Provides exclusive access to the 2.54-mile road course for third-party organizers.
3. Michelin Tower Hospitality: Premium hospitality venue rentals in the Michelin Tower, serving up to 300 guests with all-inclusive catering packages, portable bars, audio/visual capabilities. Used for corporate meetings, events, weddings, and private functions.
4. Sponsorships: Title and category sponsorships including Michelin (title sponsor), Motul, Invesco QQQ, FOX, BMW M, WeatherTech, VP Racing Fuels, Mission Foods, Coca-Cola, Whelen, and others.
5. Concessions and Food & Beverage: On-site catering and concessions operations serving 400,000 annual visitors during events. Includes catering services, concessions stands, and mobile food vendors.
6. Merchandise Sales: Official merchandise store (shop.roadatlanta.com) selling branded apparel, accessories, and racing memorabilia.
7. Camping and Ancillary Services: Reserved RV sites, camping facilities, golf cart rentals, and parking services for event attendees.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core offering

Michelin Raceway Road Atlanta operates a 2.54-mile, 12-turn world-class road course in Braselton, Georgia, hosting professional and amateur spectator racing events, private track rentals, organized track day programs for car clubs, and corporate hospitality through the Michelin Tower venue. The facility generates revenue from spectator ticket sales, track rental fees, premium hospitality packages, sponsorships, concessions, merchandise, and camping/ancillary services for its 400,000 annual visitors.

Product overview

Michelin Raceway Road Atlanta is a motorsport venue offering a unified portfolio of racing and hospitality services centered around its 2.54-mile, 12-turn world-class road course. The core offerings include Track Rental for private and corporate events, Spectator Events showcasing major racing championships, and Track Days & Car Clubs for enthusiast driving experiences. Premium hospitality is available through the Michelin Tower and Podium Club memberships, while support services encompass camping, golf cart rental, and catering. The venue attracts 400,000 annual visitors from all 50 US states and 20+ countries, hosting flagship events including the annual Motul Petit Le Mans endurance race.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 400,000 annual visitors from all 50 US states and 20+ countries

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered flagship, core and minor.

• MichelinflagshipGTM or Marketing PartnerTitle sponsor of the facility - Michelin Raceway Road Atlanta. Provides financial backing, brand association, and technical partnership. Michelin branding throughout the facility including the Michelin Tower hospitality venue.
• MotulcoreGTM or Marketing PartnerTitle sponsor of the flagship Motul Petit Le Mans endurance race event (29th annual in 2026). Major motorsport lubricant brand providing event title sponsorship and category exclusivity.
• Invesco QQQcoreGTM or Marketing PartnerSponsor of the Motul Petit Le Mans event. ETF brand providing financial services category sponsorship at major racing events.
• FOXcoreGTM or Marketing PartnerPerformance suspension sponsor. Off-road and automotive suspension manufacturer providing technical partnership and branding at the facility.
• BMW McoreGTM or Marketing PartnerBMW M Division automotive sponsor providing performance vehicle partnership and marketing association with motorsport events.
• WeatherTechcoreGTM or Marketing PartnerAutomotive accessories sponsor. Provides branded sponsorship and category exclusivity for automotive floor mats and accessories.
• VP Racing FuelscoreGTM or Marketing PartnerOfficial racing fuel supplier. Provides technical fuel partnership for racing events and branded sponsorship presence.
• Mission FoodscoreGTM or Marketing PartnerSponsor of HSR Classic 10-hour race presented by Mission Foods. Food and tortilla brand providing event sponsorship and hospitality.
• Coca-ColaminorGTM or Marketing PartnerBeverage sponsor providing products for concessions and concessions branding. United Coca-Cola Gainesville location.
• Whelen EngineeringminorGTM or Marketing PartnerEmergency lighting and warning equipment sponsor for motorsport safety and facility operations.
• Classic Tents & EventsminorGTM or Marketing PartnerPreferred vendor for tent and event rental services. Partner for catering infrastructure and temporary event structures.
• Safety-KleenminorGTM or Marketing PartnerEnvironmental services partner for oil recycling and environmental compliance at the racing facility.
• TicketmastercoreChannel Partner/ Reseller/ DistributorOfficial ticketing platform partner. Integrated e-commerce solution for all spectator event ticket sales via Ticketmaster platform.
• Lanier IslandsminorGTM or Marketing PartnerCross-promotional partner - Lanier Islands resort property near the track. Banner advertising partnership driving mutual visitation.
• Austin Hatcher FoundationcoreStrategic or Co-development PartnerOfficial charitable partner providing pediatric cancer support. Fundraising events and awareness programs at track events. Dedicated page on website for foundation partnership.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Lime Rock Park: Connecticut road course hosting IMSA, SCCA, and Historic Festival events. Smaller-scale but directly comparable road course with similar amateur and professional spectator programming.
• Watkins Glen International: Iconic New York road course also owned by NASCAR and a historic IMSA/SCCA/NASCAR venue. Comparable in track layout, event programming (IMSA, SCCA), and corporate hospitality offerings within the same NASCAR network.
• Virginia International Raceway (VIR): Virginia-based road course hosting IMSA, SCCA, and major track-day operators. Comparable high-end road-racing facility with corporate hospitality, club membership, and car-club rental business similar to Road Atlanta.
• Sonoma Raceway: California road course owned by NASCAR hosting NASCAR Cup, NHRA drag racing, and SCCA events. Comparable mid-tier road course within the same NASCAR network with similar track-day, spectator, and rental offerings.
• Laguna Seca Raceway: California road course owned by the County of Monterey and operated by SCRAMP, hosting IMSA, SCCA, and MotoAmerica events. Comparable amateur and professional road-racing programming plus premium spectator and paddock experiences.
• Mid-Ohio Sports Car Course: Ohio road course hosting IMSA, SCCA, IndyCar, and major amateur events. Comparable mid-size road racing facility with similar spectator, sponsorship, and track-day revenue model.
• Sebring International Raceway: Florida-based road course owned by NASCAR that hosts the 12 Hours of Sebring, another marquee IMSA endurance race. Direct competitor for IMSA scheduling, sponsor dollars, and amateur/spectator events in the southeastern US.

Broad incumbents

• Indianapolis Motor Speedway: The iconic Indianapolis venue hosting IndyCar, NASCAR, and IMSA. Much larger and more historic than Road Atlanta, but competes for the same major IMSA, sponsor, and corporate hospitality budgets.
• Circuit of the Americas (COTA): Texas-based F1, MotoGP, and IMSA venue with premium hospitality and large spectator capacity. Competes for major international race calendars and corporate hospitality spend, with a much larger footprint and broader event portfolio.
• Daytona International Speedway: Flagship NASCAR-owned superspeedway in Florida hosting the Daytona 500 and Rolex 24. Larger and more iconic venue, but competes for the same IMSA endurance calendar, sponsor partners, and major-event prestige.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/roadatlanta
• Facebookfacebook.com/RoadAtlanta
• LinkedInlinkedin.com/company/road-atlanta

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Road Atlanta