Based on the results of experimental and numerical analyses, we investigate the effects of rotation on tire dynamic behavior. Better understanding of these effects will further improve the ability to control and optimize the noise and vibrations that result from the interaction between the road surface and the rolling tire. The presented work was performed in the framework of the European industry-academia project Tire-Dyn, with partners Goodyear, Katholieke Universiteit Leuven, and LMS International. The effect of rotation on the tire dynamic behavior is quantified for different operating conditions of the tire, such as load and rotation speed. Through combined experimental and numerical analyses, the physical phenomena accounting for the observed rotation influences are described.