Are tire company sponsorships typically cash or product deals?

Product sponsorships are most common in the tire world. These can be structured as complimentary product, discounted product, or product contingent on results (win and get X amount of product). For small teams needing cash, the recommendation is to ensure adequate supply of fresh tires to highlight performance before expecting checks. Some creative structures exist - for example, if your day-to-day business has a fleet of vehicles, you can build a program where buying tires for your fleet supports your racing program through a rebate-style arrangement.