diff --git a/drivers/net/ethernet/intel/ixgbe/devlink/devlink.c b/drivers/net/ethernet/intel/ixgbe/devlink/devlink.c
index c7790e55a527..b13a10d430eb 100644
--- a/drivers/net/ethernet/intel/ixgbe/devlink/devlink.c
+++ b/drivers/net/ethernet/intel/ixgbe/devlink/devlink.c
@@ -212,10 +212,7 @@ static int ixgbe_devlink_info_get(struct devlink *devlink,
 	if (err)
 		goto free_ctx;
 
-	err = ixgbe_read_pba_string_generic(hw, ctx->buf, sizeof(ctx->buf));
-	if (err)
-		goto free_ctx;
-
+	hw->eeprom.ops.read_pba_string(hw, ctx->buf, sizeof(ctx->buf));
 	err = devlink_info_version_fixed_put(req,
 					DEVLINK_INFO_VERSION_GENERIC_FW_UNDI,
 					ctx->buf);
diff --git a/drivers/net/ethernet/intel/ixgbe/ixgbe_82598.c b/drivers/net/ethernet/intel/ixgbe/ixgbe_82598.c
index 4aaaea3b5f8f..444da982593f 100644
--- a/drivers/net/ethernet/intel/ixgbe/ixgbe_82598.c
+++ b/drivers/net/ethernet/intel/ixgbe/ixgbe_82598.c
@@ -1169,6 +1169,7 @@ static const struct ixgbe_eeprom_operations eeprom_ops_82598 = {
 	.calc_checksum          = &ixgbe_calc_eeprom_checksum_generic,
 	.validate_checksum	= &ixgbe_validate_eeprom_checksum_generic,
 	.update_checksum	= &ixgbe_update_eeprom_checksum_generic,
+	.read_pba_string        = &ixgbe_read_pba_string_generic,
 };
 
 static const struct ixgbe_phy_operations phy_ops_82598 = {
diff --git a/drivers/net/ethernet/intel/ixgbe/ixgbe_82599.c b/drivers/net/ethernet/intel/ixgbe/ixgbe_82599.c
index 964988b4d58b..d5b1b974b4a3 100644
--- a/drivers/net/ethernet/intel/ixgbe/ixgbe_82599.c
+++ b/drivers/net/ethernet/intel/ixgbe/ixgbe_82599.c
@@ -2230,6 +2230,7 @@ static const struct ixgbe_eeprom_operations eeprom_ops_82599 = {
 	.calc_checksum		= &ixgbe_calc_eeprom_checksum_generic,
 	.validate_checksum	= &ixgbe_validate_eeprom_checksum_generic,
 	.update_checksum	= &ixgbe_update_eeprom_checksum_generic,
+	.read_pba_string        = &ixgbe_read_pba_string_generic,
 };
 
 static const struct ixgbe_phy_operations phy_ops_82599 = {
diff --git a/drivers/net/ethernet/intel/ixgbe/ixgbe_common.c b/drivers/net/ethernet/intel/ixgbe/ixgbe_common.c
index 7beaf6ea57f9..5784d5d1896e 100644
--- a/drivers/net/ethernet/intel/ixgbe/ixgbe_common.c
+++ b/drivers/net/ethernet/intel/ixgbe/ixgbe_common.c
@@ -332,6 +332,7 @@ int ixgbe_start_hw_generic(struct ixgbe_hw *hw)
  * Devices in the second generation:
  *     82599
  *     X540
+ *     E610
  **/
 int ixgbe_start_hw_gen2(struct ixgbe_hw *hw)
 {
diff --git a/drivers/net/ethernet/intel/ixgbe/ixgbe_e610.c b/drivers/net/ethernet/intel/ixgbe/ixgbe_e610.c
index b34570b244d9..2b1549992754 100644
--- a/drivers/net/ethernet/intel/ixgbe/ixgbe_e610.c
+++ b/drivers/net/ethernet/intel/ixgbe/ixgbe_e610.c
@@ -343,6 +343,41 @@ void ixgbe_fill_dflt_direct_cmd_desc(struct ixgbe_aci_desc *desc, u16 opcode)
 	desc->flags = cpu_to_le16(IXGBE_ACI_FLAG_SI);
 }
 
+/**
+ * ixgbe_aci_get_fw_ver - Get the firmware version
+ * @hw: pointer to the HW struct
+ *
+ * Get the firmware version using ACI command (0x0001).
+ *
+ * Return: the exit code of the operation.
+ */
+static int ixgbe_aci_get_fw_ver(struct ixgbe_hw *hw)
+{
+	struct ixgbe_aci_cmd_get_ver *resp;
+	struct ixgbe_aci_desc desc;
+	int err;
+
+	resp = &desc.params.get_ver;
+
+	ixgbe_fill_dflt_direct_cmd_desc(&desc, ixgbe_aci_opc_get_ver);
+
+	err = ixgbe_aci_send_cmd(hw, &desc, NULL, 0);
+
+	if (!err) {
+		hw->fw_branch = resp->fw_branch;
+		hw->fw_maj_ver = resp->fw_major;
+		hw->fw_min_ver = resp->fw_minor;
+		hw->fw_patch = resp->fw_patch;
+		hw->fw_build = le32_to_cpu(resp->fw_build);
+		hw->api_branch = resp->api_branch;
+		hw->api_maj_ver = resp->api_major;
+		hw->api_min_ver = resp->api_minor;
+		hw->api_patch = resp->api_patch;
+	}
+
+	return err;
+}
+
 /**
  * ixgbe_aci_req_res - request a common resource
  * @hw: pointer to the HW struct
@@ -1410,6 +1445,32 @@ int ixgbe_configure_lse(struct ixgbe_hw *hw, bool activate, u16 mask)
 	return ixgbe_aci_get_link_info(hw, activate, NULL);
 }
 
+/**
+ * ixgbe_start_hw_e610 - Prepare hardware for Tx/Rx
+ * @hw: pointer to hardware structure
+ *
+ * Get firmware version and start the hardware using the generic
+ * start_hw() and ixgbe_start_hw_gen2() functions.
+ *
+ * Return: the exit code of the operation.
+ */
+static int ixgbe_start_hw_e610(struct ixgbe_hw *hw)
+{
+	int err;
+
+	err = ixgbe_aci_get_fw_ver(hw);
+	if (err)
+		return err;
+
+	err = ixgbe_start_hw_generic(hw);
+	if (err)
+		return err;
+
+	ixgbe_start_hw_gen2(hw);
+
+	return err;
+}
+
 /**
  * ixgbe_get_media_type_e610 - Gets media type
  * @hw: pointer to the HW struct
@@ -3369,9 +3430,126 @@ int ixgbe_reset_hw_e610(struct ixgbe_hw *hw)
 	return err;
 }
 
+/**
+ * ixgbe_get_pfa_module_tlv - Read sub module TLV from NVM PFA
+ * @hw: pointer to hardware structure
+ * @module_tlv: pointer to module TLV to return
+ * @module_tlv_len: pointer to module TLV length to return
+ * @module_type: module type requested
+ *
+ * Find the requested sub module TLV type from the Preserved Field
+ * Area (PFA) and returns the TLV pointer and length. The caller can
+ * use these to read the variable length TLV value.
+ *
+ * Return: the exit code of the operation.
+ */
+static int ixgbe_get_pfa_module_tlv(struct ixgbe_hw *hw, u16 *module_tlv,
+				    u16 *module_tlv_len, u16 module_type)
+{
+	u16 pfa_len, pfa_ptr, pfa_end_ptr;
+	u16 next_tlv;
+	int err;
+
+	err = ixgbe_read_ee_aci_e610(hw, IXGBE_E610_SR_PFA_PTR, &pfa_ptr);
+	if (err)
+		return err;
+
+	err = ixgbe_read_ee_aci_e610(hw, pfa_ptr, &pfa_len);
+	if (err)
+		return err;
+
+	/* Starting with first TLV after PFA length, iterate through the list
+	 * of TLVs to find the requested one.
+	 */
+	next_tlv = pfa_ptr + 1;
+	pfa_end_ptr = pfa_ptr + pfa_len;
+	while (next_tlv < pfa_end_ptr) {
+		u16 tlv_sub_module_type, tlv_len;
+
+		/* Read TLV type */
+		err = ixgbe_read_ee_aci_e610(hw, next_tlv,
+					     &tlv_sub_module_type);
+		if (err)
+			break;
+
+		/* Read TLV length */
+		err = ixgbe_read_ee_aci_e610(hw, next_tlv + 1, &tlv_len);
+		if (err)
+			break;
+
+		if (tlv_sub_module_type == module_type) {
+			if (tlv_len) {
+				*module_tlv = next_tlv;
+				*module_tlv_len = tlv_len;
+				return 0;
+			}
+			return -EIO;
+		}
+		/* Check next TLV, i.e. current TLV pointer + length + 2 words
+		 * (for current TLV's type and length).
+		 */
+		next_tlv = next_tlv + tlv_len + 2;
+	}
+	/* Module does not exist */
+	return -ENODATA;
+}
+
+/**
+ * ixgbe_read_pba_string_e610 - Read PBA string from NVM
+ * @hw: pointer to hardware structure
+ * @pba_num: stores the part number string from the NVM
+ * @pba_num_size: part number string buffer length
+ *
+ * Read the part number string from the NVM.
+ *
+ * Return: the exit code of the operation.
+ */
+static int ixgbe_read_pba_string_e610(struct ixgbe_hw *hw, u8 *pba_num,
+				      u32 pba_num_size)
+{
+	u16 pba_tlv, pba_tlv_len;
+	u16 pba_word, pba_size;
+	int err;
+
+	err = ixgbe_get_pfa_module_tlv(hw, &pba_tlv, &pba_tlv_len,
+				       IXGBE_E610_SR_PBA_BLOCK_PTR);
+	if (err)
+		return err;
+
+	/* pba_size is the next word */
+	err = ixgbe_read_ee_aci_e610(hw, (pba_tlv + 2), &pba_size);
+	if (err)
+		return err;
+
+	if (pba_tlv_len < pba_size)
+		return -EINVAL;
+
+	/* Subtract one to get PBA word count (PBA Size word is included in
+	 * total size).
+	 */
+	pba_size--;
+
+	if (pba_num_size < (((u32)pba_size * 2) + 1))
+		return -EINVAL;
+
+	for (u16 i = 0; i < pba_size; i++) {
+		err = ixgbe_read_ee_aci_e610(hw, (pba_tlv + 2 + 1) + i,
+					     &pba_word);
+		if (err)
+			return err;
+
+		pba_num[(i * 2)] = FIELD_GET(IXGBE_E610_SR_PBA_BLOCK_MASK, pba_word);
+		pba_num[(i * 2) + 1] = pba_word & 0xFF;
+	}
+
+	pba_num[(pba_size * 2)] = '\0';
+
+	return err;
+}
+
 static const struct ixgbe_mac_operations mac_ops_e610 = {
 	.init_hw			= ixgbe_init_hw_generic,
-	.start_hw			= ixgbe_start_hw_X540,
+	.start_hw			= ixgbe_start_hw_e610,
 	.clear_hw_cntrs			= ixgbe_clear_hw_cntrs_generic,
 	.enable_rx_dma			= ixgbe_enable_rx_dma_generic,
 	.get_mac_addr			= ixgbe_get_mac_addr_generic,
@@ -3436,6 +3614,7 @@ static const struct ixgbe_eeprom_operations eeprom_ops_e610 = {
 	.read				= ixgbe_read_ee_aci_e610,
 	.read_buffer			= ixgbe_read_ee_aci_buffer_e610,
 	.validate_checksum		= ixgbe_validate_eeprom_checksum_e610,
+	.read_pba_string		= ixgbe_read_pba_string_e610,
 };
 
 const struct ixgbe_info ixgbe_e610_info = {
diff --git a/drivers/net/ethernet/intel/ixgbe/ixgbe_main.c b/drivers/net/ethernet/intel/ixgbe/ixgbe_main.c
index a6bddea6b482..01334ac90999 100644
--- a/drivers/net/ethernet/intel/ixgbe/ixgbe_main.c
+++ b/drivers/net/ethernet/intel/ixgbe/ixgbe_main.c
@@ -11600,7 +11600,7 @@ static int ixgbe_probe(struct pci_dev *pdev, const struct pci_device_id *ent)
 	if (expected_gts > 0)
 		ixgbe_check_minimum_link(adapter, expected_gts);
 
-	err = ixgbe_read_pba_string_generic(hw, part_str, sizeof(part_str));
+	err = hw->eeprom.ops.read_pba_string(hw, part_str, sizeof(part_str));
 	if (err)
 		strscpy(part_str, "Unknown", sizeof(part_str));
 	if (ixgbe_is_sfp(hw) && hw->phy.sfp_type != ixgbe_sfp_type_not_present)
diff --git a/drivers/net/ethernet/intel/ixgbe/ixgbe_type.h b/drivers/net/ethernet/intel/ixgbe/ixgbe_type.h
index 5fdf32d79d82..5f814f023573 100644
--- a/drivers/net/ethernet/intel/ixgbe/ixgbe_type.h
+++ b/drivers/net/ethernet/intel/ixgbe/ixgbe_type.h
@@ -3446,6 +3446,8 @@ struct ixgbe_eeprom_operations {
 	int (*validate_checksum)(struct ixgbe_hw *, u16 *);
 	int (*update_checksum)(struct ixgbe_hw *);
 	int (*calc_checksum)(struct ixgbe_hw *);
+	int (*read_pba_string)(struct ixgbe_hw *hw, u8 *pba_num,
+			       u32 pba_num_size);
 };
 
 struct ixgbe_mac_operations {
diff --git a/drivers/net/ethernet/intel/ixgbe/ixgbe_type_e610.h b/drivers/net/ethernet/intel/ixgbe/ixgbe_type_e610.h
index a1c963cf7127..aa063d39091a 100644
--- a/drivers/net/ethernet/intel/ixgbe/ixgbe_type_e610.h
+++ b/drivers/net/ethernet/intel/ixgbe/ixgbe_type_e610.h
@@ -12,6 +12,7 @@
 /* Checksum and Shadow RAM pointers */
 #define IXGBE_E610_SR_NVM_CTRL_WORD		0x00
 #define IXGBE_E610_SR_PBA_BLOCK_PTR		0x16
+#define IXGBE_E610_SR_PBA_BLOCK_MASK		GENMASK(15, 8)
 #define IXGBE_E610_SR_NVM_DEV_STARTER_VER	0x18
 #define IXGBE_E610_SR_NVM_EETRACK_LO		0x2D
 #define IXGBE_E610_SR_NVM_EETRACK_HI		0x2E
diff --git a/drivers/net/ethernet/intel/ixgbe/ixgbe_x540.c b/drivers/net/ethernet/intel/ixgbe/ixgbe_x540.c
index 1fc821fb351a..f1ab95aa8c83 100644
--- a/drivers/net/ethernet/intel/ixgbe/ixgbe_x540.c
+++ b/drivers/net/ethernet/intel/ixgbe/ixgbe_x540.c
@@ -894,6 +894,7 @@ static const struct ixgbe_eeprom_operations eeprom_ops_X540 = {
 	.calc_checksum		= &ixgbe_calc_eeprom_checksum_X540,
 	.validate_checksum      = &ixgbe_validate_eeprom_checksum_X540,
 	.update_checksum        = &ixgbe_update_eeprom_checksum_X540,
+	.read_pba_string        = &ixgbe_read_pba_string_generic,
 };
 
 static const struct ixgbe_phy_operations phy_ops_X540 = {
diff --git a/drivers/net/ethernet/intel/ixgbe/ixgbe_x550.c b/drivers/net/ethernet/intel/ixgbe/ixgbe_x550.c
index 277ceaf8a793..1d2acdb64f45 100644
--- a/drivers/net/ethernet/intel/ixgbe/ixgbe_x550.c
+++ b/drivers/net/ethernet/intel/ixgbe/ixgbe_x550.c
@@ -3959,6 +3959,7 @@ static const struct ixgbe_mac_operations mac_ops_x550em_a_fw = {
 	.validate_checksum	= &ixgbe_validate_eeprom_checksum_X550, \
 	.update_checksum	= &ixgbe_update_eeprom_checksum_X550, \
 	.calc_checksum		= &ixgbe_calc_eeprom_checksum_X550, \
+	.read_pba_string        = &ixgbe_read_pba_string_generic, \
 
 static const struct ixgbe_eeprom_operations eeprom_ops_X550 = {
 	X550_COMMON_EEP
