A novel test rig design is presented which enables detailed studies of the three force components generated in the impact and release phase of rolling contact between a tyre tread block and a substrate. The design of the compact internal drum test rig provides realistic impact and release angles for the tread block-substrate contact and enables force measurements at high rolling speeds with a high signal-to-noise ratio. Measurements of the rolling contact forces are presented for different values of rolling velocity, static pre-load and acceleration. It is demonstrated that this test rig provides results which contribute to the understanding of tyre-road interaction and can be used as input to modelling-based development of both tyres and roads aiming for improved handling, safety, energy efficiency and comfort.