Alliance, a leader in agricultural and off-highway tyres, is proud to announce its role as the main sponsor of the 2025 European Tractor Pulling Championship (ETPC), with the highly anticipated UK round taking place in Ecclestone. This partnership marks a milestone year for Alliance, coinciding with the company’s 70th anniversary and the celebration of over one million Agri Star II tyres sold worldwide.
The ETPC Eurocup Series, now officially the Alliance Eurocup Series 2025, brings together the continent’s most powerful and innovative tractors for a motorsport spectacle like no other. Unlike traditional racing, tractor pulling is a test of pure strength and engineering, as modified tractors pull a heavy sled along a 100 to 120-metre track, with resistance increasing the further they go. The event attracts a diverse audience of agricultural professionals, motorsport fans, engineers, and families, making it a highlight of the rural and motorsport calendar.
A Shared Spirit of Strength and Innovation
Alliance’s sponsorship reflects its core values of strength, resilience, and reliability – qualities that define both the sport of tractor pulling and the agricultural professionals who rely on Alliance tyres every day. “We are thrilled to support the ETPC and to connect with the farming community at such an iconic event,” said Ole Baek, VP – Head of Sales, North & West Europe at Y-ATG.
Olly Harrison, farmer and UK ambassador for Alliance, actively supports the event by joining on-site and cheering on participants. Known for his enthusiasm and commitment to the sport, Olly described it as “such a great sport,” highlighting the community spirit and excitement surrounding the competition. His involvement underscores Alliance’s dedication to fostering strong connections within the industry and promoting the sport’s positive values.
A Milestone Year for Alliance
2025 is a landmark year for Alliance, marking seven decades of delivering high-performance, durable tyres to farmers and contractors across the globe. The company’s Agri Star II tyre, renowned for its Stratified Layer Technology (SLT), has set new standards for durability, traction, and performance, earning the trust of agricultural professionals worldwide.
