Maxam Tyre Europe, a division of the globally ranked Sailun Group, has entered a strategic partnership with farming influencer Tom Pemberton, known for his popular Tom Pemberton Farm Life digital channels. This collaboration was unveiled at the prominent UK agricultural event, LAMMA Show 2026, where Maxam is presenting its expanding agricultural tyre line with its exclusive distributor, Kirkby Tyres.

Under this new alliance, Pemberton will equip some of his farm machinery with MAXAM agricultural tyres. He will then provide his substantial and dedicated following across the UK and Ireland with authentic, practical evaluations based on daily use. His credible voice, built through sharing genuine farm life insights, will offer his community a trusted look at the tyres' real-world performance, durability and innovative features.

This initiative allows Maxam to connect directly with the farming community through a respected peer. Pemberton’s experiential content will be featured across his own platforms as well as on Maxam’s official social media channels. The partnership is designed to enhance brand recognition and practically demonstrate the value of the MAXAM specialist tyre range to a core audience of agricultural professionals.

Pemberton said, “I’m pleased to be working with Maxam agricultural tyres. It’s a fast-growing brand, at the cutting edge of technology and with good people; we already spent some time on my family’s farm together. It’s a partnership that feels like a good fit and one that I’m looking forward to developing over time.”

Harry Wang, General Manager, Sailun Group Europe, said, "Maxam agricultural tyres have proven their performance for example in the test conducted by DLG (German Agricultural Society) and being OE partner of leading agricultural equipment manufacturers like CASE IH and New Holland. Now is the time to further develop the brand and spread the word within the farming community. We feel privileged that Tom has agreed to work with the Maxam brand – and we really like his style and share the same passion for farming.”

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Ecolomondo Corporation has finalised documentation with Export Development Canada (EDC) for an additional USD 2.7 million in financing aimed at advancing the final phase of operational ramp-up at its Hawkesbury tire-derived products (TDP) facility. This follows a previously announced agreement in principle reached on 12 January 2026, concerning funding for capital investments and working capital needs at the Ontario site. Alongside this new financial support, EDC has also granted a temporary reprieve on principal and interest payments for existing loans throughout the company's 2026 ramp-up period.

The announcement coincides with recent operational milestones at the Hawkesbury plant, which achieved record production levels during the week of 12 January 2026. During this peak period, the facility successfully processed approximately 150,000 pounds of crumb rubber, yielding around 60,000 pounds of recovered carbon black, 75,000 pounds of tyre-derived oil and 15,000 pounds of syngas. This level of output corresponds to the processing of an estimated 9,375 end-of-life tyres, underscoring the facility's enhanced capacity and operational progress as it moves towards full-scale production.

Jean-François Labbé, Interim CEO, Ecolomondo, said, “This additional financing provides important financial flexibility as we complete the final stage of the Hawkesbury facility ramp-up. It also supports continued workforce expansion and a steady increase in production as we advance towards full operational capacity.”

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Citira has expanded its service network in western Sweden by acquiring TH Pettersson, a renowned tyre service company with two shops in the Gothenburg area. This acquisition adds two key service points positioned close to the region's major traffic and logistics hubs, significantly advancing Citira's coverage in this strategic area.

TH Pettersson holds a distinguished place in Swedish commercial history as one of the oldest tyre shops in the country, having been founded in 1923. From modest origins, the business grew to achieve a strong national reputation under the guidance of three generations of entrepreneurs who maintained a long-term value creation and service-driven philosophy. The two well-situated shops will now form crucial new service points within the Citira network.

The business will continue operating with the same team in the same premises, ensuring continuity for customers and staff alike. David Heidenfors, the long-term manager, together with the broader TH Pettersson team, will continue managing daily operations while benefiting from Citira's resources for continued development. As part of this new chapter, both Max Petersfeldt and Mikael Petersfelt will become co-owners of Citira.

David Boman, CEO, Citira, said, “We are very excited that TH Pettersson will join Citira, as we have regarded them as a key player in the Gothenburg area for a long time. The team delivers great service to their customers, which will now come to the benefit of our customers as well. In TH Pettersson, we have a great partner on Sweden’s west coast, which we look forward to further developing and growing together with David, the TH team and Max as a senior advisor.”

Max Petersfeldt of TH Pettersson said, “Joining Citira and a group of like-minded colleagues marks an important milestone in our journey while also allowing us to be part of and contribute to this exciting development in our industry. I am confident that under the continued leadership of David Heidenfors, Citira and TH Pettersson will realise our full potential in the region while allowing us to stay true to our customers, who will find us in the same place with the same team which they have always trusted.”

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Bridgestone has renewed its collaboration with game developer Milestone for the launch of RIDE 6, the latest title in the popular motorcycle racing franchise. This edition represents the most comprehensive instalment in the series to date, introducing new motorcycles, diverse terrains and authentic tracks. Continuing its role as the official tyre supplier, Bridgestone brings its real-world high-performance motorcycle tyres into the virtual environment. Players around the world can now experience the same grip and endurance that define the brand’s real-life products across roads, circuits and trails, thanks to the game’s updated dual-physics engine.

A major feature in this edition is the new RIDE Fest career mode, which immerses players in the journey of a professional rider competing against motorsport icons such as Casey Stoner and Troy Bayliss. Within this mode, a dedicated Bridgestone Challenge chapter allows users to test the brand’s tyres across various racing disciplines and surfaces, from endurance events to circuit racing. Bridgestone also sponsors the redesigned Riding School, a training module offering structured tutorials to help players refine their skills. The company’s motorsport expertise, particularly its success in the FIM Endurance World Championship, directly informs the tyre behaviour modelled in the game. Virtual riders must consider tyre degradation, respond to changing track conditions and make tactical choices, mirroring the strategic depth found in real-world racing.

The presence of Bridgestone has been expanded throughout RIDE 6, with enhanced branding featured across menus, tracks and gameplay elements. The tyre lineup itself has grown to include recent additions to the BATTLAX family, such as the RACING BATTLAX V03 slick, engineered for maximum circuit performance and faster lap times, alongside the road-legal RACING STREET RS12, which offers superior dry grip. For the first time in the series, off-road segments are included, enabling players to equip adventure-focused tyres like the BATTLAX ADVENTURECROSS AX41. Other available options include the ADVENTURE TRAIL AT41, the RACING BATTLAX W01 and the HYPERSPORT S23.

With more than 340 motorcycles from 21 manufacturers, all fitted with Bridgestone’s virtual tyre models, the game boasts the most varied selection in the franchise’s history. Built using Unreal Engine 5, RIDE 6 is now accessible on PlayStation 5, Xbox Series X|S and PC through Steam and the Epic Games Store.

Nico Thuy, Director Motorcycle at Bridgestone EMEA, said, “RIDE 6 is the most realistic and wide-ranging entry in the series so far, and that makes it the ideal platform to showcase our large premium motorcycle tyre portfolio and its performance. With expanded modes, new features and a stronger Bridgestone presence throughout the experience than ever before, the game takes our longstanding partnership with Milestone to the next level. Through the RIDE series, we’re both strengthening our leadership in motorcycle tyres and showcasing our racing legacy in a fun, engaging way to riders and gamers worldwide.”

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Porsche Carrera Cup North America is entering a new chapter defined by a significant technical partnership and the introduction of an updated race car. A multi-year agreement has been established making Pirelli the official tyre supplier for the championship, marking the first time in the series' six-year history that it will compete on Pirelli rubber. This collaboration reinforces the connection between motorsport engineering and road car performance, a link demonstrated by the bespoke Pirelli P Zero R and P Zero Trofeo RS tyres developed for the road-going Porsche 911 GT3.

The 2026 season will debut the new Type 992.2 Porsche 911 Cup car, an evolution of the brand's successful single-make racer with refinements focused on raceability and handling. It will compete in only four global championships, including the North American series. These cars will be fitted with the Pirelli P Zero DHG tyre, a control tyre already introduced across Pirelli’s global GT championships in 2025. For wet conditions, teams will use the Pirelli Cinturato WHB, the standard wet weather tyre for GT classes since last year.

The P Zero tyres used in the series will carry the Forest Stewardship Council logo, signifying a commitment to sustainable sourcing. This certification ensures the natural rubber originates from forests managed to preserve biodiversity and support local communities, with a supply chain that rigorously separates certified materials from non-certified sources.

The new partnership and the new car will make their on-track debut together during a series-wide test at Sebring International Raceway in mid-February. The 2026 championship season will officially commence at the same venue from 18th to 20th March, running in support of the IMSA WeatherTech Championship’s Mobil 1 Twelve Hours of Sebring.

Volker Holzmeyer, President and CEO, PMNA, said, “Porsche and Pirelli share a deep motorsport heritage and a commitment to innovation that carries from the track to the road. We’re excited to welcome Pirelli to our premier Porsche One-Make series as we usher in a new era with the 911 Cup and new Pirelli tyres beginning in 2026.”

Claudio Zanardo, President and CEO, Pirelli North America, said, “Pirelli is thrilled to partner with Porsche Motorsport North America as the tyre supplier for the Porsche Carrera Cup North America, adding to our extensive portfolio of top-level championships supported worldwide. This collaboration demonstrates Pirelli’s dedication to performance and innovation, bringing race-proven technology from the track to the road. Just as Porsche vehicles set the standard for driving excellence, our P Zero tyres define precision, handling and performance in both competition and everyday driving. With motorsport rapidly expanding across North America, attracting more fans and creating new opportunities to showcase high-performance engineering, we are excited to strengthen our presence and support this momentum. Taking on this challenge alongside Porsche, its teams, drivers and the iconic 911 Cup cars is an opportunity for continuous innovation, collaboration and growth throughout the season.”

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