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. 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. 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.