When French sides Toulon and ASM Clermont Auvergne line out in the final of the Heineken Cup in the new Aviva stadium later this month, the spirit of tyre manufacturer Michelin will be there with them.
Based in the French city of Clermont-Ferrand, where Michelin established its first factory, the team was founded in 1911 by Marcel Michelin, the son of André Michelin, founder of the Michelin tyre company.
It is a little known fact that the club was first named ASM – the initials standing for Association Sportive Michelin, whose early purpose was to be a recreational sports amenity for Michelin's own employees.
Based at the 18,000 capacity Parc des Sports Marcel Michelin, the club has developed considerably in the intervening years and is now ranked as one of the world's leading rugby clubs, whose fame and reputation could be said to mirror the products of its founding patron and current sponsor.
Motors wishes the best of luck to both teams in the final. Let's hope they don't 'tyre' in the last 10 minutes! – sorry.