MOORESVILLE, N.C. — Black's Tire is stepping up its motorsports sponsorship efforts to the top echelon of NASCAR's racing series, the NASCAR Cup, with an deal to be the primary sponsor on a pair of rookie Todd Gilliland's appearances this year.
Black's Tire's yellow, blue and black color scheme will adorn Front Row Motorsports' No. 38 Ford Mustang at Richmond (Va.) Raceway on April 3 and Darlington (S.C.) Raceway on May 8.
Both races take place at tracks within Black's Tire's distribution footprint and both will be televised live on the Fox Sports network.
Black's Tire also will be an associate partner of Gilliland the No. 38 Ford Mustang team all season, as well as supporting driver Tanner Gray and David Gilliland Racing for several events during the 2022 NASCAR Camping World Series (NCWTS).
The Whiteville, N.C.-based dealership did not disclose the value of its sponsorship efforts.
Black's Tire has a growing relationship with the Gilliland family. David Gilliland flew the company's flag throughout his career in both the NASCAR Camping World Truck Series and the NASCAR Cup Series before Black's Tire moved to Todd and Front Row Motorsports (FRM) in 2020.
Black's Tire has been with Todd Gilliland and FRM the past two seasons.
"We enjoy our partnership with Todd, the Gilliland family and Front Row Motorsports," Black's Tire owner Ricky Benton said.
"Todd's move to the NASCAR Cup Series combined with the new car in the NASCAR Cup Series, has our customers and employees really excited for this season. We're cheering for Todd and wishing him the best as he steps up in his racing career."
Todd Gilliland said he's "proud" to bring Black's Tire back into the NASCAR Cup Series and wants to "represent them as best as possible. The customers of Black's Tire are enthusiastic race fans who have a proud history in the sport."
FRM has been competing in NASCAR's various series since 2004 and fielded Michael McDowell's 2021 Daytona 500-winning entry.
Black's Tire won't be the only tire dealership on the NASCAR Cup grid this year. Discount Tire/America's Tire is a primary sponsor at 13 races on rooke Austin Cindric's Ford Mustang field by Team Penske Ford Mustang. Cindric won the 2022 Daytona 500 sporting Discount Tire's colors.
Discount Tire also has agreed to be the primary sponsor on Cindric's Team Penske teammate Ryan Blaney's No. 12 Mustang for two NASCAR Cup playoff races 2022.