In Italy this August
Dunlop has renewed its official partnership with the 2025 FIM International Six Days of Enduro (ISDE), extending its involvement in one of the world’s most demanding off-road motorcycle events. The event, now in its 99th year, will take place in Bergamo, Italy, from August 24 to 29, 2025.
The British tyre manufacturer has supported the ISDE since 2019 and will continue to use the race as a proving ground for its EN91 Enduro tyres. The 2025 edition will again see Dunlop’s rider support programme return, including tyre assistance services and an initiative aimed at amateur competitors.
A dedicated Dunlop tyre service team will be on-site in Bergamo starting August 20, providing technical advice and tyre support to participants throughout the six-day race. The service is part of a broader effort to strengthen the brand’s position among both professional and amateur enduro riders.
One key initiative is the Dunlop Geomax Challenge, a non-competitive programme aimed at club team riders using Dunlop tyres. Registered participants will be ranked separately and recognised during the official awards ceremony. The challenge includes exclusive pricing on pre-ordered EN91 tyres and mousses for those who register in advance, positioning Dunlop to strengthen loyalty among grassroots riders.
With enduro racing growing in popularity, especially in Europe, Dunlop is utilising events like the ISDE to test its technology under real-world conditions and foster direct engagement with the riding community. The EN91 tyre, in particular, is marketed for its performance on a wide variety of terrain, which aligns with the unpredictable conditions riders often face during the ISDE.
The FIM International Six Days of Enduro is the world’s oldest off-road motorcycle event, often referred to as the “Olympics of motorcycling” due to its team-based format and inclusion of both elite and amateur riders. Teams from over 30 countries are expected to participate in the 2025 edition.
Dunlop’s continued presence underscores the growing importance of major manufacturers in supporting not only professional motorsport but also amateur levels, where many future champions begin their careers. For the tyre company, aligning with an event that brings together riders of all skill levels offers an opportunity to gather feedback and showcase its products in real-world racing conditions.
Organisers have positioned the 2025 event as a return to one of the sport’s traditional heartlands. Bergamo has a long association with enduro racing, and Italian fans are expected to turn out in large numbers. The terrain around the Lombardy region is known for its technical difficulty, making tyre performance a critical factor.
While the tyre brand did not disclose financial details of the renewed partnership, the move reflects broader trends in motorsports sponsorships where brands seek deeper involvement through on-site services and fan engagement.
Preparations for the event are already underway, with registrations for the Geomax Challenge open and logistics planning in progress. With Dunlop locked in as a key partner, the 2025 ISDE is expected to feature both fierce competition and strong manufacturer presence on and off the track.
Image: Dunlop is utilising events like the ISDE to test its technology under real-world conditions and foster direct engagement with the riding community. Credit: Dunlop
