Yancey’s Fancy joins ALMS sponsor stable

The American Le Mans Series today announced at its Sebring Winter Test that Yancey’s Fancy has become the official cheese of the world’s premier professional sports car circuit. The largest producer of cheese curd on the East Coast will partner with the Series for activation opportunities that will include special events, at-track presence and promotions that will include the introduction of new and exciting brands.

“We are very excited to establish this partnership with the American Le Mans Series," said Mike Wimble, Executive Vice President of Sales and Marketing for Yancey’s Fancy. “Yancey’s Fancy is New York’s Artisan Cheese and our brand has been built on exciting flavor profiles that are always on the cutting edge of the industry. We look forward to sharing in the innovation and success of the American Le Mans Series both on and off the track in 2010."

Yancey’s Fancy activation plans include using the American Le Mans Series logo on signage at promotional events nationwide, with point-of-sale opportunities in sales promotions with customers in existing Series’ race markets, for regional and national tasting events and on select Yancey’s merchandise, the corporate website, and press releases.

Located in Pembroke, NY, Yancey’s Fancy has been manufacturing fine artisan cheese since 1947. With more than 70 years of experience and a long-standing tradition of excellence, Yancey’s Fancy specializes in New York State aged cheddar, flavored sharp cheddar like Buffalo Wing Hot Sauce TM , Aged Cheddar with Horseradish, Roasted Garlic, as well as traditional Euro-style wheel cheeses.

“It continues to be gratifying that non-endemic corporations understand that the American Le Mans Series offers a unique opportunity and return on investment," said Scott Atherton, Series President and CEO. “The ability to activate and offer Yancey’s Fancy brands to our constituents and fans who not only demonstrate an intense loyalty to the Series but represent an extremely favorable audience for our new partner creates a perfect scenario for both parties."

The American Le Mans Series, based in Braselton, GA, opens its season March 20 with the 58th running of the Mobil 1 Twelve Hours of Sebring, America’s oldest and most revered sports car race.

Recognized as the Global Leader in Green Racing because of its unique use of alternative fuels and energy sources, the American Le Mans Series operates in the tradition of the 24 Hours of Le Mans with multiple classes of cars, Prototype and Grand Touring, racing on the track at the same time to create compelling race action and constant passing. More automobile manufacturers and marques are involved with the American Le Mans Series than any other major race series in the world as they develop relevant technologies on track that transfer directly to the customer showroom. It operates a nine-race schedule in top markets throughout North America.