It seems NASCAR Sprint Cup Series driver Martin Truex Jr. is the latest professional racer with a monkey on his back—well, actually his car.
The driver of the No. 56 NAPA Auto Parts Toyota Camry, a member of the Michael Waltrip Racing team, recently added Edenton-based Internet tire retailer TireMonkey.com to its list of sponsors. The announcement of the deal—which came two days before the Autism Speaks 400 race at Dover International Speedway in Dover, Del.—brings TireMonkey.com its second NASCAR sponsorship. The company partnered last year with Camping World Truck Series driver Mario Gosselin as the primary sponsor of his No. 12 truck.
“We feel this is the next step in the evolution of TireMonkey.com,” said CEO Tully Ryan.
“We wouldn't be here today if it wasn't for Mario Gosselin and the No. 12 Camping World Truck Series truck. He kind of brought us into the sport, and…racing has been very, very good to us.”
As part of the deal, TireMonkey.com's decal has been added to the No. 56 car's lower quarter panel and depicts the company's primate mascot clinging onto the wheel well.
“It's hanging on for dear life, I can see that,” Mr. Truex joked.
As of now, TireMonkey.com does not have plans to add any more racing sponsorships to its portfolio, though it will be looking to build on its established relationships, Mr. Ryan said.
“As we grow, we will look for ways to expand our partnership and sponsorship with (Michael Waltrip Racing), and we look forward to it,” he said. “They are a perfect partner for us.”
Mr. Ryan noted that the company's newest partnership with Michael Waltrip Racing does not spell the end of its relationship with Mario Gosselin.
“What we're in is a hyper growth period right now, and we believe that this is the right step so that we can step up all of our racing programs,” he said.
“Absolutely, we're going to be with Mario many years to come just like with Michael Waltrip.”
In a year and a half of operation, TireMonkey.com has grown to about 3,000 installers in the U.S. and Canada, and the company expects to add another 4,000 by year-end, “based on new initiatives we have with distribution partners and other strategic partners,” Mr. Ryan told Tire Business.
In addition to its installer base, the company also has established relationships with more than 100 distribution warehouses in the U.S. and eight in Canada.
He attributed the tire industry's quick adoption of the TireMonkey.com program to its business model, which allows consumers to support their local economy while expediting the tire installation process.
In addition to its racing partnership, TireMonkey.com has several promotions and partnerships that will come to fruition in the near future, though Mr. Ryan did not wish to disclose them yet.
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