diff --git a/Documentation/networking/devlink/ixgbe.rst b/Documentation/networking/devlink/ixgbe.rst
index 41aedf4b8017..e5fef951c6f5 100644
--- a/Documentation/networking/devlink/ixgbe.rst
+++ b/Documentation/networking/devlink/ixgbe.rst
@@ -88,3 +88,18 @@ combined flash image that contains the ``fw.mgmt``, ``fw.undi``, and
        and device serial number. It is expected that this combination be used with an
        image customized for the specific device.
 
+Reload
+======
+
+The ``ixgbe`` driver supports activating new firmware after a flash update
+using ``DEVLINK_CMD_RELOAD`` with the ``DEVLINK_RELOAD_ACTION_FW_ACTIVATE``
+action.
+
+.. code:: shell
+    $ devlink dev reload pci/0000:01:00.0 reload action fw_activate
+The new firmware is activated by issuing a device specific Embedded
+Management Processor reset which requests the device to reset and reload the
+EMP firmware image.
+
+The driver does not currently support reloading the driver via
+``DEVLINK_RELOAD_ACTION_DRIVER_REINIT``.
diff --git a/drivers/net/ethernet/intel/ixgbe/devlink/devlink.c b/drivers/net/ethernet/intel/ixgbe/devlink/devlink.c
index 63567b9b4ffe..66f68d160da9 100644
--- a/drivers/net/ethernet/intel/ixgbe/devlink/devlink.c
+++ b/drivers/net/ethernet/intel/ixgbe/devlink/devlink.c
@@ -352,6 +352,9 @@ static int ixgbe_devlink_info_get(struct devlink *devlink,
 	if (!ctx)
 		return -ENOMEM;
 
+	if (hw->mac.type == ixgbe_mac_e610)
+		ixgbe_refresh_fw_version(adapter);
+
 	ixgbe_info_get_dsn(adapter, ctx);
 	err = devlink_info_serial_number_put(req, ctx->buf);
 	if (err)
@@ -393,11 +396,120 @@ static int ixgbe_devlink_info_get(struct devlink *devlink,
 	return err;
 }
 
+/**
+ * ixgbe_devlink_reload_empr_start - Start EMP reset to activate new firmware
+ * @devlink: pointer to the devlink instance to reload
+ * @netns_change: if true, the network namespace is changing
+ * @action: the action to perform. Must be DEVLINK_RELOAD_ACTION_FW_ACTIVATE
+ * @limit: limits on what reload should do, such as not resetting
+ * @extack: netlink extended ACK structure
+ *
+ * Allow user to activate new Embedded Management Processor firmware by
+ * issuing device specific EMP reset. Called in response to
+ * a DEVLINK_CMD_RELOAD with the DEVLINK_RELOAD_ACTION_FW_ACTIVATE.
+ *
+ * Note that teardown and rebuild of the driver state happens automatically as
+ * part of an interrupt and watchdog task. This is because all physical
+ * functions on the device must be able to reset when an EMP reset occurs from
+ * any source.
+ *
+ * Return: the exit code of the operation.
+ */
+static int ixgbe_devlink_reload_empr_start(struct devlink *devlink,
+					   bool netns_change,
+					   enum devlink_reload_action action,
+					   enum devlink_reload_limit limit,
+					   struct netlink_ext_ack *extack)
+{
+	struct ixgbe_adapter *adapter = devlink_priv(devlink);
+	struct ixgbe_hw *hw = &adapter->hw;
+	u8 pending;
+	int err;
+
+	if (hw->mac.type != ixgbe_mac_e610)
+		return -EOPNOTSUPP;
+
+	err = ixgbe_get_pending_updates(adapter, &pending, extack);
+	if (err)
+		return err;
+
+	/* Pending is a bitmask of which flash banks have a pending update,
+	 * including the main NVM bank, the Option ROM bank, and the netlist
+	 * bank. If any of these bits are set, then there is a pending update
+	 * waiting to be activated.
+	 */
+	if (!pending) {
+		NL_SET_ERR_MSG_MOD(extack, "No pending firmware update");
+		return -ECANCELED;
+	}
+
+	if (adapter->fw_emp_reset_disabled) {
+		NL_SET_ERR_MSG_MOD(extack,
+		"EMP reset is not available. To activate firmware, a reboot or power cycle is needed\n");
+		return -ECANCELED;
+	}
+
+	err = ixgbe_aci_nvm_update_empr(hw);
+	if (err)
+		NL_SET_ERR_MSG_MOD(extack,
+		"Failed to trigger EMP device reset to reload firmware");
+
+	return err;
+}
+
+/*Wait for 10 sec with 0.5 sec tic. EMPR takes no less than half of a sec */
+#define IXGBE_DEVLINK_RELOAD_TIMEOUT_SEC	20
+
+/**
+ * ixgbe_devlink_reload_empr_finish - finishes EMP reset
+ * @devlink: pointer to the devlink instance
+ * @action: the action to perform.
+ * @limit: limits on what reload should do
+ * @actions_performed: actions performed
+ * @extack: netlink extended ACK structure
+ *
+ * Wait for new NVM to be loaded during EMP reset.
+ *
+ * Return: -ETIME when timer is exceeded, 0 on success.
+ */
+static int ixgbe_devlink_reload_empr_finish(struct devlink *devlink,
+					    enum devlink_reload_action action,
+					    enum devlink_reload_limit limit,
+					    u32 *actions_performed,
+					    struct netlink_ext_ack *extack)
+{
+	struct ixgbe_adapter *adapter = devlink_priv(devlink);
+	struct ixgbe_hw *hw = &adapter->hw;
+	int i = 0;
+	u32 fwsm;
+
+	do {
+		/* Just right away after triggering EMP reset the FWSM register
+		 * may be not cleared yet, so begin the loop with the delay
+		 * in order to not check the not updated register.
+		 */
+		mdelay(500);
+
+		fwsm = IXGBE_READ_REG(hw, IXGBE_FWSM(hw));
+
+		if (i++ >= IXGBE_DEVLINK_RELOAD_TIMEOUT_SEC)
+			return -ETIME;
+
+	} while (!(fwsm & IXGBE_FWSM_FW_VAL_BIT));
+
+	*actions_performed = BIT(DEVLINK_RELOAD_ACTION_FW_ACTIVATE);
+
+	return 0;
+}
+
 static const struct devlink_ops ixgbe_devlink_ops = {
 	.info_get = ixgbe_devlink_info_get,
 	.supported_flash_update_params =
 		DEVLINK_SUPPORT_FLASH_UPDATE_OVERWRITE_MASK,
 	.flash_update = ixgbe_flash_pldm_image,
+	.reload_actions = BIT(DEVLINK_RELOAD_ACTION_FW_ACTIVATE),
+	.reload_down = ixgbe_devlink_reload_empr_start,
+	.reload_up = ixgbe_devlink_reload_empr_finish,
 };
 
 /**
diff --git a/drivers/net/ethernet/intel/ixgbe/ixgbe.h b/drivers/net/ethernet/intel/ixgbe/ixgbe.h
index 6cb8772b1ebf..83d4d7368cda 100644
--- a/drivers/net/ethernet/intel/ixgbe/ixgbe.h
+++ b/drivers/net/ethernet/intel/ixgbe/ixgbe.h
@@ -759,6 +759,8 @@ struct ixgbe_adapter {
 	u32 atr_sample_rate;
 	spinlock_t fdir_perfect_lock;
 
+	bool fw_emp_reset_disabled;
+
 #ifdef IXGBE_FCOE
 	struct ixgbe_fcoe fcoe;
 #endif /* IXGBE_FCOE */
@@ -960,6 +962,8 @@ void ixgbe_update_stats(struct ixgbe_adapter *adapter);
 int ixgbe_init_interrupt_scheme(struct ixgbe_adapter *adapter);
 bool ixgbe_wol_supported(struct ixgbe_adapter *adapter, u16 device_id,
 			 u16 subdevice_id);
+void ixgbe_set_fw_version_e610(struct ixgbe_adapter *adapter);
+void ixgbe_refresh_fw_version(struct ixgbe_adapter *adapter);
 #ifdef CONFIG_PCI_IOV
 void ixgbe_full_sync_mac_table(struct ixgbe_adapter *adapter);
 #endif
diff --git a/drivers/net/ethernet/intel/ixgbe/ixgbe_e610.c b/drivers/net/ethernet/intel/ixgbe/ixgbe_e610.c
index f0bdff693e6c..67b8dcd0ee32 100644
--- a/drivers/net/ethernet/intel/ixgbe/ixgbe_e610.c
+++ b/drivers/net/ethernet/intel/ixgbe/ixgbe_e610.c
@@ -3305,6 +3305,24 @@ int ixgbe_get_flash_data(struct ixgbe_hw *hw)
 	return err;
 }
 
+/**
+ * ixgbe_aci_nvm_update_empr - update NVM using EMPR
+ * @hw: pointer to the HW struct
+ *
+ * Force EMP reset using ACI command (0x0709). This command allows SW to
+ * request an EMPR to activate new FW.
+ *
+ * Return: the exit code of the operation.
+ */
+int ixgbe_aci_nvm_update_empr(struct ixgbe_hw *hw)
+{
+	struct ixgbe_aci_desc desc;
+
+	ixgbe_fill_dflt_direct_cmd_desc(&desc, ixgbe_aci_opc_nvm_update_empr);
+
+	return ixgbe_aci_send_cmd(hw, &desc, NULL, 0);
+}
+
 /* ixgbe_nvm_set_pkg_data - NVM set package data
  * @hw: pointer to the HW struct
  * @del_pkg_data_flag: If is set then the current pkg_data store by FW
diff --git a/drivers/net/ethernet/intel/ixgbe/ixgbe_e610.h b/drivers/net/ethernet/intel/ixgbe/ixgbe_e610.h
index c24a41fe16a7..b668ff0ae2e5 100644
--- a/drivers/net/ethernet/intel/ixgbe/ixgbe_e610.h
+++ b/drivers/net/ethernet/intel/ixgbe/ixgbe_e610.h
@@ -81,6 +81,7 @@ int ixgbe_read_ee_aci_buffer_e610(struct ixgbe_hw *hw, u16 offset,
 int ixgbe_validate_eeprom_checksum_e610(struct ixgbe_hw *hw, u16 *checksum_val);
 int ixgbe_reset_hw_e610(struct ixgbe_hw *hw);
 int ixgbe_get_flash_data(struct ixgbe_hw *hw);
+int ixgbe_aci_nvm_update_empr(struct ixgbe_hw *hw);
 int ixgbe_nvm_set_pkg_data(struct ixgbe_hw *hw, bool del_pkg_data_flag,
 			   u8 *data, u16 length);
 int ixgbe_nvm_pass_component_tbl(struct ixgbe_hw *hw, u8 *data, u16 length,
diff --git a/drivers/net/ethernet/intel/ixgbe/ixgbe_ethtool.c b/drivers/net/ethernet/intel/ixgbe/ixgbe_ethtool.c
index 0b21e70918b6..70d91c7d7ac4 100644
--- a/drivers/net/ethernet/intel/ixgbe/ixgbe_ethtool.c
+++ b/drivers/net/ethernet/intel/ixgbe/ixgbe_ethtool.c
@@ -1104,11 +1104,23 @@ static int ixgbe_set_eeprom(struct net_device *netdev,
 	return ret_val;
 }
 
+void ixgbe_refresh_fw_version(struct ixgbe_adapter *adapter)
+{
+	struct ixgbe_hw *hw = &adapter->hw;
+
+	ixgbe_get_flash_data(hw);
+	ixgbe_set_fw_version_e610(adapter);
+}
+
 static void ixgbe_get_drvinfo(struct net_device *netdev,
 			      struct ethtool_drvinfo *drvinfo)
 {
 	struct ixgbe_adapter *adapter = ixgbe_from_netdev(netdev);
 
+	/* need to refresh info for e610 in case fw reloads in runtime */
+	if (adapter->hw.mac.type == ixgbe_mac_e610)
+		ixgbe_refresh_fw_version(adapter);
+
 	strscpy(drvinfo->driver, ixgbe_driver_name, sizeof(drvinfo->driver));
 
 	strscpy(drvinfo->fw_version, adapter->eeprom_id,
diff --git a/drivers/net/ethernet/intel/ixgbe/ixgbe_fw_update.c b/drivers/net/ethernet/intel/ixgbe/ixgbe_fw_update.c
index 1ff55dc8a6b7..052d5b3fb371 100644
--- a/drivers/net/ethernet/intel/ixgbe/ixgbe_fw_update.c
+++ b/drivers/net/ethernet/intel/ixgbe/ixgbe_fw_update.c
@@ -16,6 +16,7 @@ struct ixgbe_fwu_priv {
 
 	/* Track which NVM banks to activate at the end of the update */
 	u8 activate_flags;
+	bool emp_reset_available;
 };
 
 /**
@@ -352,6 +353,7 @@ static int ixgbe_erase_nvm_module(struct ixgbe_adapter *adapter, u16 module,
  * ixgbe_switch_flash_banks - Tell firmware to switch NVM banks
  * @adapter: Pointer to the PF data structure
  * @activate_flags: flags used for the activation command
+ * @emp_reset_available: on return, indicates if EMP reset is available
  * @extack: netlink extended ACK structure
  *
  * Notify firmware to activate the newly written flash banks, and wait for the
@@ -361,6 +363,7 @@ static int ixgbe_erase_nvm_module(struct ixgbe_adapter *adapter, u16 module,
  */
 static int ixgbe_switch_flash_banks(struct ixgbe_adapter *adapter,
 				    u8 activate_flags,
+				    bool *emp_reset_available,
 				    struct netlink_ext_ack *extack)
 {
 	struct ixgbe_hw *hw = &adapter->hw;
@@ -368,11 +371,21 @@ static int ixgbe_switch_flash_banks(struct ixgbe_adapter *adapter,
 	int err;
 
 	err = ixgbe_nvm_write_activate(hw, activate_flags, &response_flags);
-	if (err)
+	if (err) {
 		NL_SET_ERR_MSG_MOD(extack,
 				   "Failed to switch active flash banks");
+		return err;
+	}
 
-	return err;
+	if (emp_reset_available) {
+		if (hw->dev_caps.common_cap.reset_restrict_support)
+			*emp_reset_available =
+				response_flags & IXGBE_ACI_NVM_EMPR_ENA;
+		else
+			*emp_reset_available = true;
+	}
+
+	return 0;
 }
 
 /**
@@ -451,9 +464,23 @@ static int ixgbe_finalize_update(struct pldmfw *context)
 						   context);
 	struct ixgbe_adapter *adapter = priv->adapter;
 	struct netlink_ext_ack *extack = priv->extack;
+	struct devlink *devlink = adapter->devlink;
+	int err;
+
+	/* Finally, notify firmware to activate the written NVM banks */
+	err = ixgbe_switch_flash_banks(adapter, priv->activate_flags,
+				       &priv->emp_reset_available, extack);
+	if (err)
+		return err;
+
+	adapter->fw_emp_reset_disabled = !priv->emp_reset_available;
 
-	return ixgbe_switch_flash_banks(adapter, priv->activate_flags,
-				       extack);
+	if (!adapter->fw_emp_reset_disabled)
+		devlink_flash_update_status_notify(devlink,
+			"Suggested is to activate new firmware by devlink reload, if it doesn't work then a power cycle is required",
+			NULL, 0, 0);
+
+	return 0;
 }
 
 static const struct pldmfw_ops ixgbe_fwu_ops_e610 = {
@@ -567,7 +594,7 @@ static int ixgbe_cancel_pending_update(struct ixgbe_adapter *adapter,
 	}
 
 	pending |= IXGBE_ACI_NVM_REVERT_LAST_ACTIV;
-	err = ixgbe_switch_flash_banks(adapter, pending, extack);
+	err = ixgbe_switch_flash_banks(adapter, pending, NULL, extack);
 
 	ixgbe_release_nvm(hw);
 
diff --git a/drivers/net/ethernet/intel/ixgbe/ixgbe_main.c b/drivers/net/ethernet/intel/ixgbe/ixgbe_main.c
index 01334ac90999..e52b3cd1ddb9 100644
--- a/drivers/net/ethernet/intel/ixgbe/ixgbe_main.c
+++ b/drivers/net/ethernet/intel/ixgbe/ixgbe_main.c
@@ -8375,8 +8375,9 @@ static bool ixgbe_check_fw_error(struct ixgbe_adapter *adapter)
 	/* read fwsm.ext_err_ind register and log errors */
 	fwsm = IXGBE_READ_REG(hw, IXGBE_FWSM(hw));
 
+	/* skip if E610's FW is reloading, warning in that case may be misleading */
 	if (fwsm & IXGBE_FWSM_EXT_ERR_IND_MASK ||
-	    !(fwsm & IXGBE_FWSM_FW_VAL_BIT))
+	    (!(fwsm & IXGBE_FWSM_FW_VAL_BIT) && !(hw->mac.type == ixgbe_mac_e610)))
 		e_dev_warn("Warning firmware error detected FWSM: 0x%08X\n",
 			   fwsm);
 
@@ -11143,7 +11144,7 @@ bool ixgbe_wol_supported(struct ixgbe_adapter *adapter, u16 device_id,
  * format to display. The FW version is taken from the EEPROM/NVM.
  *
  */
-static void ixgbe_set_fw_version_e610(struct ixgbe_adapter *adapter)
+void ixgbe_set_fw_version_e610(struct ixgbe_adapter *adapter)
 {
 	struct ixgbe_orom_info *orom = &adapter->hw.flash.orom;
 	struct ixgbe_nvm_info *nvm = &adapter->hw.flash.nvm;
