Initially, NASCAR fans merely smiled at the funny name. But when Camping World Truck Series driver Mario Gosselin started making headlines for his masterful performance on the track, viewers began truly noticing his sponsor. Like television commentator Darrell Waltrip, they wondered “just exactly what does this TireMonkey do?”

In fact, TireMonkey.com is an Edenton, NC-based online tire retailer working to unite the entire industry so as to simplify consumers’ online tire buying experience. By making use of and supporting existing supply chains of local tire wholesalers and dealers, TireMonkey.com offers name-brand tires conveniently shipped to consumers’ preferred neighborhood installers. The company’s innovative business model has already compelled tire dealers across the 48 continental states to join its growing service network, and now respected NASCAR racing venues want a truck in the monkey race too.

TireMonkey.com and Tennessee’s Bristol Motor Speedway, long-celebrated as one of the most popular NASCAR racetracks, have launched a sponsorship agreement destined to boost both ticket and tire sales while simultaneously introducing new fans to the thrilling sport of racing. In exchange for providing Bristol Motor Speedway tickets to network dealers supporting TireMonkey.com, the speedway will benefit from inventory discounts and monkey marketing materials detailing speedway ticket offers. Both companies will also expand their market reach by exchanging various Web site and e-mail advertising.

The partnership is a great fit because like Bristol Motor Speedway, TireMonkey.com values its customers and their local communities, said Jeff Byrd, president and general manager of the speedway. Instead of cutting retail dealers out of the picture, TireMonkey.com’s technology actually supports these local businesses and offers them online marketing opportunities they never had before.

“TireMonkey.com is a company that is interested in more than just selling shoppers four tires,” Byrd said. “They truly want to bring the industry together to improve the online tire buying process.”

Known as the “World’s Fastest Half-Mile” among the NASCAR set, Bristol Motor Speedway is located in Bristol, Tenn., just south of the Virginia border. The 0.533-mile concrete oval track is unique for its enclosed, amphitheater seating and the extreme high-banked turns. Formerly on the site of a dairy farm, the speedway was completed in 1961 and bought by current owner O. Bruton Smith in 1996.

Each year, Bristol Motor Speedway welcomes Sprint Cup, Nationwide, Camping World Truck, Whelen Modified and ASA series events. TireMonkey.com driver Mario Gosselin will compete at Bristol during the O’Reilly Auto Parts 200 Camping World Truck Series race on August 18.

Labels: Bristol Motor Speedway, Mario Gosselin, NASCAR, NASCAR Camping World Truck Series, partnership, TireMonkey.com, Tully Ryan