Maxxis UK has partnered with UCI Continental race team Madison Genesis.
The brand already sponsors sister team Madison Saracen, which includes a number of downhill MTB riders including two-time world champion Danny Hart.
Maxxis UK bicycle brand manager Stephen Robinson said: “2018 has been a great year for everyone at Maxxis UK, especially after the debut success we enjoyed with the High Road at the OVO Energy Tour of Britain.
“We already had a wide choice of race tyres in our road portfolio, but this really is our flagship model, manufactured for elite riders that require the best equipment to cut through a variety of weather conditions with ease.
“Our products have come through Madison for a couple of years now, and this latest agreement, which sees yet another UCI Continental team utilise our technology, will give retailers further impetus to stock the High Road as we build towards the full consumer launch early next year.”