Tire Rack Signs New Sponsorship Deals With WeatherTech Raceway Laguna Seca

WeatherTech Raceway Laguna Seca announced two sponsorships with consumer-direct retailer Tire Rack. The multi-year agreement includes naming rights sponsorship of the raceway’s iconic Tire Bridge between turns three and four and title sponsorship of the TireRack.com Monterey Sportscar Championship weekend to be held May 9–11.

Helping upgrade and refresh the circuit’s famous pedestrian bridge is part of a major new agreement between Tire Rack and Friends of Laguna Seca, the nonprofit entity that manages the raceway via a long-term agreement with the County of Monterey. The newly refurbished bridge, which features prominent Tire Rack branding, is part of the track’s multi-year plan to enhance operational performance and develop new experiences and services for guests, motorsports series and partners, noted officials in a press release.

“We are proud to partner with Tire Rack for a long-term relationship and as a key corporate ally in executing our improvement plans, starting with our world-famous Tire Bridge,” said Friends of Laguna Seca CEO Lauri Eberhart. “Upgrading the fan experience and continuing to deliver incredible on-track moments are our shared goals and we’re excited to work with such a highly regarded brand that is also a fan favorite among our guests.”

Tire Rack’s Commitment to Motorsports

Tire Rack has been an associate sponsor for Team Penske in the NTT INDYCAR SERIES since 2022. The series returns to Monterey this summer for the INDYCAR Grand Prix of Monterey, July 25-27. Tire Rack also maintains a nationwide footprint across multiple forms of professional and amateur motorsports, fueling the tire, wheel and suspension needs of this important automotive enthusiast audience, according to the release.

“The culture of automotive enthusiasts at Laguna Seca is strong and authentic,” said Woody Rogers, Tire Rack senior vice president, marketing. “The famous bridge is symbolic of our core business, and is a great fit for our brand. We’re well known among motorsports fans and driving enthusiasts, as well as thousands of consumers who rely on our independent tire testing results and advice, always a free resource for Tire Rack shoppers.