Watkins Glen / Michigan lose Sprint Cup sponsor

Watkins Glen International is without a title sponsor for its NASCAR Sprint Cup event after Heluva Good! ended contract negotiations earlier this week. WGI President Michael Printup said last week he was optimistic the food manufacturer known largely for its sour cream dips would come back for its fourth year as the race's primary sponsor, but he learned Tuesday that Heluva Good! decided not to renew its contract. "We were a percent away from signing the deal and they turned around and walked away," Printup said Friday.

"We loved Heluva Good! but of course every company takes changes of direction." With its Sprint Cup event seven months away, the news has left Watkins Glen's marketing team and its corporate owner, International Speedway Corp., a small window to find another headliner. "At this point, it's all hands on deck," said Printup, who expects to have a new sponsor in place within 90 days. Heluva Good! also decided not to return as sponsor of the Sprint Cup race at Michigan International Speedway, which is another ISC-owned track. Printup said Sprint Cup title sponsors generally provide tracks between $500,000 and $2,000,000. Elmira Star Gazette