Michelin sports association turns 100

This week, Michelin celebrated one hundred years of supporting sport through its ASM (Association Sportive Michelin, or Michelin Sporting Association). The multi-sport organisation was founded by Marcel Michelin on October 11, 1911, making it now the world’s longest-standing sporting patronage. Today, the ASM covers numerous disciplines and boasts 4,000 members who take part in activities as varied as boxing, gymnastics, athletics, basketball, judo, wrestling, football and rugby. Last year, ASM Clermont-Auvergne won France’s national rugby championship.

In noting the centenary, Michelin commented in a statement that had it not been for its long involvement in sport, the company might never have become the major global business it is today: “The notions of performance, surpassing one’s limits, perseverance, team spirit and working together are all values championed by sport that have fused with those of the company.”