The study of the rolling tyre is a problem framed in the general context of nonlinear elasticity. The dynamics of the related phenomena is still an open topic, even though few examples and models of tyres can be found in the technical literature. The interest in the dissipation effects associated with the rolling motion is justified by their importance in fuel-saving and in the context of an eco-friendly design. However, a general lack of knowledge characterizes the phenomenon, since not even direct experience on the rolling tyre can reveal the insights of the correlated different dissipation effects, as the friction between the rubber and the road, the contact kinematics and dynamics, the tyre hysteretic behaviour and the grip. A new technology, based on fibre Bragg grating strain sensors and conceived within the OPTYRE project, is illustrated for the specific investigation of the tyre dissipation related phenomena. The remarkable power of this wireless optical system stands in the chance of directly accessing the behaviour of the inner tyre in terms of stresses when a real-condition-rolling is experimentally observed. The ad hoc developed tyre model has allowed the identification of the instant grip conditions, of the area of the contact patch and allows the estimation of the instant dissipated power, which is the focus of this paper.