WorldSBK and EICMA reveal new collaboration ahead of major 2026 events

EICMA has announced a new collaboration with the WorldSBK Championship that’s set to take centre stage at two major events in 2026.

The new agreement means that round ten of the 2026 WorldSBK Championship, which takes place at the Cremona circuit on 25–27 September, will now officially be called the EICMA Italian Round.

This means that guests attending the event on behalf of EICMA will be able to enjoy a bespoke WorldSBK hospitality programme at Cremona. Additionally, both organisations are set to collaborate on a dedicated communications campaign that will be featured on digital and social media channels as part of the build up to the race, and November’s exhibition in Milan, Italy. 

The expanded partnership also means that WorldSBK will join MotoGP in a series of initiatives under the company’s ‘Road to EICMA’ banner. For those that have already bought tickets to the 2026 EICMA show, or plan to buy tickets, a €10 (around £8.50) discount is available on tickets to the WorldSBK race weekend at Cremona.

WorldSBK is also set to bring its ‘The Garage’ hospitality experience to the 83rd edition of the EICMA show, which will offer fans, partners, and stakeholders a more immersive experience of the championship. Within this will be appearances from current riders, as well as various networking opportunities.

The ongoing partnership between the two organisations is of no great surprise, as WorldSBK uses production-based motorcycles that are adjusted to the technical requirements of the series. On the other hand, EICMA serves as the annual location for which these same motorcycles are often shown off for the very first time as production-ready models. 

Federico Aliverti, General Manager of EICMA, said this about the new partnership with WorldSBK: 

"Motorsport has always been the laboratory where the innovations and technologies that shape the evolution of production motorcycles are born. Strengthening the bond between EICMA and WorldSBK means celebrating one of the most authentic expressions of our industry, creating a natural bridge between competition, innovation and the marketplace. This vision perfectly reflects the message of our 2026 campaign, 'Always the first time. Every year, a new discovery': EICMA is the place where the future of two wheels is unveiled to the world. 

“Being present in Cremona, just a few weeks before the exhibition opens, allows us to bring EICMA to the heart of motorcycle passion and promote the event to an international audience of enthusiasts and industry professionals. It is a valuable opportunity to further strengthen EICMA's global visibility, reinforce its position as the world's leading event for the motorcycle industry, and foster an even stronger dialogue between racing, innovation and, above all, our community."

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