The decision to rename the series is to align to the global rebranding of the category by Porsche AG, ensuring the product is consistent in every market it is conducted.
In recent years the class has grown to become key step on the motorsport pathway for wave of future star drivers including now factory Porsche racer Matt Campbell.
This season the title was taken out by 20-year-old Harri Jones, who sealed the crown at The Bend Motorsport Park last weekend.
“The Porsche Michelin GT3 Cup Challenge is an integral part of our motorsport program in Australia, which is the first step in our Porsche Motorsport pyramid, and is fortunate to currently enjoy its strongest ever levels of support from its competitor's teams and its commercial partners,” said Porsche Car's Australia Head of Motorsport Troy Bundy.
“2019 has been a break out year for the category in all measures but the exciting news is that the 2020 season is looking just as strong with an exciting calendar, extensive broadcast package, great prizes and support package and of course a comprehensive junior programme for the best young talent wanting to develop their career.”
“Aesthetically, all fans will notice is the change in the series logo and the corporate identity of the new Michelin Sprint Challenge Australia name.”
In addition to the name change French tyre firm Michelin has re-signed as the series' title sponsor.
On the announcement, Bundy said, “We have had a fantastic group of partners on board this year and we would look to continue that in 2020 with discussions well underway and positive interest from all partners. It gives me great pleasure to announce that Michelin have secured the title partner rights for Porsche Sprint Challenge Australia for 2020.
“Michelin has been a key strategic partner globally for Porsche for many years now. They extended that partnership last year in Australia by securing the title partnership rights to the Porsche GT3 Cup Challenge.
“This partnership has been a great success for both parties this year and it's great to be able to continue the relationship into 2020, cementing the partnership between Porsche and Michelin.”
“Partners like Michelin are incredibly important to us and share our vision in this development pathway, we just couldn't deliver the level of programme we do without their support,” he continued.
Swaroop Tulsidas, Marketing Manager for Michelin Australia added, “Michelin has a strong relationship with the team at Porsche, both here in Australia and across the globe, and to continue our series support in 2020 with the Michelin Sprint Challenge is really exciting news for us.”
“It's fantastic that we are able to announce the renaming of the series at the culmination of another extremely competitive race season.
“We have no doubt that the Michelin Sprint Challenge will continue to provide highly-contested fields, door to door racing, and importantly a pathway for the junior drivers to develop their skills through the elite Porsche Motorsport pyramid.”