Goodyear Tire & Rubber has struck a five-year deal worth USD 25 million yearly, covering the 2023-2027 period, to become the official tyre supplier for the National Association for Stock Car Auto Racing (NASCAR).

The partnership, which includes title sponsorship of the Goodyear 400 race, underlines the growing commercial success of the US motor racing series.

According to data firm GlobalData, NASCAR’s total sponsorship revenue reached USD 362.24 million in 2024. The sport also generated USD 820 million in media revenue during the same period.

Olivia Snooks, Sport Analyst at GlobalData, comments: “Given the popularity of NASCAR, especially in the US, it is unsurprising that the competition has a large sponsorship portfolio, with brands able to generate a large amount of exposure throughout the NASCAR competitions. As NASCAR is a motor racing sport, it is not surprising that the largest sponsorship partnership is with Goodyear, a tyre manufacturer.”

Snooks continues: “Teams that race in the NASCAR Cup Series can field a maximum of four cars. Teams including Joe Gibbs Racing, Hendrick Motorsports, and Stewart-Haas Racing, have all fielded a maximum of four cars for the 2024 NASCAR Cup Series. Many of the teams’ largest annual sponsorship deals are with their associated car suppliers, including Chevrolet, Ford, and Toyota.”

While Hendrick Motorsports has the largest social media following among NASCAR teams, Joe Gibbs Racing is the top earner per car, with an estimated USD 29.02 million in sponsorship revenue.

Overall, Formula 1 remains the most popular motorsport on social media, but NASCAR is the second biggest.

Snooks concludes: “While Formula 1’s social media following indicates it is the most popular motorsport globally, NASCAR holds greater popularity in the US. The release of Netflix’s ‘NASCAR: Full Speed’ in early 2024 aims to boost NASCAR’s social media presence and expand its fanbase.”

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Liberty Tire Recycling has published the industry’s first US company-commissioned lifecycle assessment (LCA) centred on rubber-modified asphalt solutions made from recycled tyres. The study was commissioned by Liberty and carried out by Boundless, applying internationally recognised LCA methodology to evaluate the environmental impacts of the company’s asphalt-related products against conventional alternatives used in asphalt modification.

The company described the assessment as a notable step forward for rubber-modified asphalt. Environmental gains are routinely linked to recycled tyre materials in road building, yet Liberty said this analysis supplies quantified evidence behind such assertions. Greenhouse gas emissions tied to its rubber-modified asphalt solutions were tracked throughout their lifecycle.

Results showed that Liberty's asphalt products carried substantially lower greenhouse gas impacts than conventional SBS polymer modifiers. Recovering and reusing end-of-life tyre materials was also found to deliver environmental benefits exceeding the impacts of processing them. Liberty said the findings give transportation agencies, engineers, contractors and infrastructure stakeholders data-driven insights for choosing materials.

Four products were assessed: crumb rubber and three asphalt additives, namely dry mix rubber additives, a DOT additive and combined micronised rubber powder with the Rheopave additive. Dry mix rubber additives yielded the largest carbon benefit, avoiding up to 0.577 kg CO₂e per pound produced, while the tyre-derived products achieved over 100 percent lower greenhouse gas footprint than traditional SBS modifiers. Each product assessed generated a net environmental benefit, with reductions spanning 0.47 to 0.57 kg of CO₂e per pound.

Liberty said the study helps set a benchmark for measuring and communicating environmental impacts as sustainability gains prominence in infrastructure projects, and that transparent, science-based data will matter increasingly to public agencies and industry leaders weighing performance and environmental goals.

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Avon Tyres will make its second consecutive EICMA appearance this year, using the Milan show to unveil a refreshed motorcycle range and a renewed brand identity to a global audience of riders and trade visitors. The company will occupy Hall 9, Booth U65 at Fiera Milano between 3 and 8 November.

The exhibit reflects Avon's ‘made to be different’ philosophy and presents a focused portfolio spanning sport, touring, adventure, cruiser and classic segments. Avon's return also signals progress within Goodyear's motorcycle portfolio, where, since joining the family of brands in 2022, it has paired longstanding heritage with a modern product strategy and upgraded manufacturing.

Four flagship tyres anchor the display: the Spirit ST for sport-touring, the 3D Supersport for hypersport riders, the Roadrider MKII for classics and the Cobra Chrome for cruiser, touring and custom applications, the latter now offered in additional sizes. They are joined by the Trailrider 2, a new adventure-touring tyre launching in January 2027 that carries the ‘made to blaze your own trail’ message, targets an 80:20 road-to-off-road mix and will come in at least 20 sizes for popular adventure bikes.

Together with the existing Trekrider and Streetrunner, the lineup forms Avon's most comprehensive public display of its motorcycle portfolio to date. EICMA, which drew over 600,000 visitors last year including nearly 43,000 trade professionals from 167 countries, gives the brand a truly global stage for engaging riders, dealers and partners. Public-day attendees can also meet stunt rider Rok Bagoros at the stand on Friday 6 November at 11:30.

Roberto Finetti, Marketing Manager Motorcycle Europe, Goodyear, said, “We’re looking forward to speaking with riders and partners at EICMA about our continued growth plans for Avon. EICMA is the world’s largest motorcycle exhibition and provides the ideal place to showcase our refreshed identity and tyre range under the ‘made to be different’ philosophy.”

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Kumho Tire USA has announced that its driver Jack Shanahan finished third overall in the 2026 Formula DRIFT PRO Championship, concluding a strong second season with a runner-up result at Round 8, the Shoreline Showdown, held in Long Beach, California. Competing on KUMHO Ecsta V730 tyres, Shanahan entered the season finale as the top qualifier and recorded his fourth podium of the year in his E82 BMW.

After securing first place in qualifying, Shanahan collected four championship points and received a bye through the Top 32 round. He then won three head-to-head battles to reach the Finals, where he met five-time PRO Champion James Deane in a tightly fought contest. While attempting to stay close to Deane’s Mustang, Shanahan spun in Zone 6 and ultimately took second place at the Shoreline Showdown.

The KUMHO Ecsta V730 is an extreme-performance summer tyre designed to deliver exceptional grip, responsiveness and consistency in demanding track conditions, making it well suited to competitive motorsports and driving enthusiasts.

Ed Cho, CEO, Kumho Tire USA, said, “Jack has delivered an outstanding season, and we couldn’t be prouder of what he’s accomplished in just his second year competing in Formula DRIFT. His four podium finishes and third-place championship standing are a testament not only to his talent and determination but also the reliable performance of our Ecsta V730 tyres. We’re proud to support Jack as he continues to establish himself among the sport’s top competitors.”

Shanahan said, “What an incredible year it’s been for our small but mighty team. To finish second at the final round and third overall in the championship exceeded all our expectations heading into the 2026 season. Having the grip, consistency and reliability of the KUMHO Ecsta V730 tyres gave me the confidence to push my limits every round and I couldn’t be prouder of what we’ve achieved together.”

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The all-new Vredestein Quatrac Pro 2 premium ultra-high-performance all-season tyre has had its class-leading capabilities confirmed through independent testing in Spain and Finland. The tyre established new benchmarks for wet braking and recorded the fastest snow handling lap times against four leading all-season rivals.

Testing in Finland at the UTAC winter facility used a sensor-equipped BMW 5 Series to measure speed and lap times, with all tyres subjected to identical procedures. The Quatrac Pro 2 achieved the quickest snow handling lap, showing exceptional grip, balance and controllability, which testers praised for excellent response and stability in all circumstances. Its snow performance is aided by 3D interlocking sipes at the shoulder, whose zig-zagged inner faces in horizontal and vertical planes limit tread block movement.

In Spain, Applus+ IDIADA assessed dry and wet handling and braking on certified asphalt with defined water depth. The tyre outperformed key competitors in wet conditions, delivering a 7 percent wet-braking advantage over one long-established segment rival, and separate testing confirmed an A wet-grip rating across the entire size range, unique in the UHP all-season segment. Four longitudinal grooves in every size, also unique in the category, plus directional lateral grooves, support water evacuation and aquaplaning resistance.

Compared with its predecessor, abrasion resistance has improved by 8 percent to maximise tyre life, while rolling resistance is reduced by 10 percent to boost driving range, underlining suitability for electric vehicles. The Quatrac Pro 2 is available now for wheel diameters from 17 to 24 inches, with section widths up to 355 mm for powerful passenger vehicles.

Daniele Lorenzetti, Chief Technology Officer, Apollo Tyres Ltd, said, “Vredestein has long been recognised for its premium all-season tyres, and these independent tests reinforce that reputation. The Quatrac Pro 2 delivered exceptional grip and traction against other premium competitors while also improving efficiency and longevity compared with its predecessor.”

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