A New Chapter at Richmond Raceway
Black’s Tire Service has been announced as the title sponsor of the NASCAR CRAFTSMAN Truck Series race at Richmond Raceway, scheduled for August 14, 2026. The announcement underscores the company’s growing commitment to the sport and its expanding presence in Virginia.
The partnership marks a significant milestone for the independent tire and automotive service provider, which operates more than 75 locations across the Carolinas, Tennessee, and Virginia. Through its wholesale arm, BTS Tire & Wheel Distributors, the company supports independent dealers and commercial customers with a broad network of products and services.
Under the agreement, the event will be officially renamed the Black’s Tire 250 presented by BTS Rewards, highlighting the sponsor’s role in bringing a fresh commercial identity to a traditionally rooted racing weekend.
Celebrating Independent Dealers
As part of the deal, Black’s Tire Service will serve as the primary sponsor of Tanner Gray’s No. 15 Tricon Garage Toyota. The branding will be prominently displayed on the truck’s decklid during the race weekend, giving the company direct visibility to a national audience.
Rick Benton II, vice president of Black’s Tire Service, said the sponsorship celebrates the independent tire dealers and wholesale customers who form the backbone of the company’s business model. "This partnership is a tribute to the dealers and customers who have helped us grow," he noted.
The collaboration reflects a broader trend of automotive service brands aligning with NASCAR’s expanding audience, blending traditional racing heritage with community‑focused initiatives that resonate beyond the track.
Looking Ahead
With the new partnership set to debut at Richmond, Black’s Tire Service joins a growing list of non‑traditional sponsors seeking to connect with motorsport fans while reinforcing their commitment to service excellence. The move signals a deepening integration of commercial enterprises into the fabric of American auto racing.