Black's Tire Service says its strengthened partnership with NASCAR is intended to connect customers, independent tire dealers, vendors and employees while supporting the communities it serves.

The dealership will serve as the entitlement sponsor of the NASCAR CRAFTSMAN Truck Series race this weekend at Richmond Raceway while supporting the No. 15 TRICON Garage Toyota Tundra, driven by Tanner Gray, and the No. 16 Kaulig Racing Chevrolet, driven by AJ Allmendinger, in the NASCAR Cup Series.

"Racing and NASCAR has always been about relationships for Black's Tire," says Ricky Benton II, vice president of Black's Tire. "It gives us an opportunity to spend time with our customers, recognize our employees, support our dealer partners and connect with race fans in a way that's authentic to who we are.

"We're also proud to bring family-owned companies like Down East Heating & Air into our NASCAR partnerships because we believe businesses that share our values make the experience even stronger. Richmond is another opportunity to build on those relationships while celebrating a sport that has been part of our company's story for decades."

Black's Tire's involvement in motorsports dates back to when Ricky Benton Racing "fielded championship-winning teams throughout the Southeast, capturing Hooters Pro Cup Series and NASCAR Winston Weekly Racing Series championships while establishing a reputation for excellence both on and off the track," say Black's Tire officials.

The partnership evolved into NASCAR's national series, where Ricky Benton Racing fielded a team in the NASCAR Craftsman Truck Series for more than a decade and competed in the 2018 Daytona 500 with David Gilliand. 

"Richmond builds on the momentum established earlier this season at Rockingham Speedway, where Black's Tire served as title sponsor of the NASCAR Craftsman Truck Series race and presenting sponsor of the NASCAR Xfinity Series race."

As part of the company's NASCAR sponsorship, Black's Tire Service partners with TRICON Garage and Kaulig Racing for various community engagement, brand activations and other events to grow relationships with customers, dealers and vendors and promote the Black's Tire brand and its network. 

"Whether we're welcoming customers to the track, recognizing our employees, working alongside our dealer partners or introducing someone to Black's Tire for the first time, every race weekend helps strengthen the relationships that have defined our company for nearly 100 years," says Benton. "That's why NASCAR continues to be such an important part of our business."