Roush Fenway Racing announced that Diageo, parent company of Crown Royal, has renewed its multiyear sponsorship with the team. Crown Royal will serve as the primary sponsor for Matt Kenseth and the No. 17 Sprint Cup team at 18 Cup events in 2010.
“I’m excited about teaming up with Crown Royal,” said Kenseth, one of only five drivers in NASCAR history to win the Sprint Cup rookie of the year award, a Sprint Cup Championship and the Daytona 500.
“I worked with Diageo back in 2003 and we developed a great relationship. They were a part of our championship season and we were able to take part in a lot of really cool promotions and events to promote messages associated with responsible drinking. I’m really looking forward to representing Crown Royal and continuing that great work.”
Diageo has been a partner of Roush Fenway Racing dating back to 2003 where Kenseth was first paired with the Smirnoff Ice Brand. In 2005, Crown Royal entered the sport as sponsor of the No. 97 team and in 2006 became sponsor of Jamie McMurray and the No. 26 team.
“We will miss Jamie (McMurray) as he has been an amazing partner both on and off the track taking our ‘Be a champion. Drink Responsibly,’ campaign to new heights.” said Dan Sanborn, Sr. Director, Corporate Relations for Diageo. “We were lucky to have him as part of our team and whatever sponsor aligns with him will have a great person working on their behalf. We wish him well,”