Alliance has confirmed its first-ever sporting sponsorship, partnering with the European Tractor Pulling Committee (ETPC) to support the 2025 and 2026 Eurocup Tractor Pulling Series.
The two-year sponsorship marks a new step for Alliance as the brand strengthens its relationship with the agricultural community across key European markets.
Tractor pulling: A sport built on power and endurance
Tractor pulling is a sport that pushes machines and engineering to their limits. Unlike most motorsports, tractor pulling is not a race. Instead, modified tractors tow a heavy sled along a straight track of around 100 to 120 metres. As the sled moves forward, its resistance increases, testing the tractor’s power and stamina.
The sport has a dedicated following of agriculture professionals, motorsport fans, engineers and families, making it an ideal platform for Alliance to connect with its customer base.
According to the announcement, Alliance sees this sponsorship as a reflection of its own values of strength, resilience, and reliability — qualities shared by tractor pulling competitors and the agricultural professionals who use Alliance tyres.
2025 Eurocup Series schedule
The 2025 Eurocup Series will begin in Germany this April and include events across Denmark, Sweden, Switzerland, Belgium, France and the UK. The series will conclude with a grand finale in Ijsselstijn, Netherlands, on 19-20 September. Full event details are available at tractorpulling.com/events.
A milestone year for Alliance
The sponsorship comes at a significant time for Alliance, as the company celebrates its 70th anniversary in 2025.
The announcement follows Alliance reaching another key milestone — the sale of over 1 million Agri Star II tyres. The tyre is recognised for its Stratified Layer Technology (SLT), delivering durability, traction and performance for farmers and contractors worldwide.
Both the sponsorship and these achievements highlight Alliance’s continued focus on supporting the agricultural sector through product development and community engagement.
About Alliance Tires
Founded over 70 years ago, Alliance is a global brand in the off-highway tyre sector. The company produces a wide range of agricultural, forestry, construction and industrial tyres, developed to meet the practical demands of end-users. Alliance’s products are designed to improve productivity and performance in challenging conditions, making it a well-known name in the sector.
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