Cheez-It Not Renewing Sponsorship Of Roush Fenway’s No. 16 Car, Watkins Glen’s Cup Race

Cheez-It is not renewing its current deals in NASCAR, as the Kellogg's-owned brand confirmed to THE DAILY this morning that it will let its deals with Roush Fenway Racing, Watkins Glen Int'l and track owner ISC expire after this season.

However, the brand stopped short of confirming that it will fully exit the sport. Cheez-It, which signed on in ‘15 with RFR's No. 16 Ford driven by Greg Biffle for a handful of races as primary sponsor, also has been the entitlement partner of WGI's annual Sprint Cup Series race since '13. That had been the company's first race entitlement in NASCAR despite the fact that Kellogg's has been in the sport since '91.

The company in a statement said, “As part of our ongoing evaluation of company sponsorships and other business activities, the Kellogg Company has decided not to renew its sponsorship of Roush Fenway Racing, Watkins Glen International and the International Speedway Corporation. All of the people within these organizations have been tremendous partners and we have truly enjoyed our association with them, the drivers and the fans."

A source said that former Kellogg's U.S. Snacks President Brian Huff, who left in the middle of '15, was a big supporter of Cheez-It's NASCAR presence, which could explain the moves. Sources added that Cheez-It had been shopping its deal with other teams in recent months, but whether any of those will come to fruition was unclear as of presstime. Adam Stern/Sportsbusinessdaily.com