Crown Royal renews with Roush and Kenseth

Matt Kenseth

Roush Fenway Racing announced today that Crown Royal has extended the number of races in which it will be primary sponsor of driver Matt Kenseth and the No. 17 Sprint Cup Series team. Crown Royal will serve as the primary sponsor for 35 Cup Series races in 2010. Kenseth will debut his new Crown Royal Ford Fusion when it hits the track for his fourth-career Budweiser Shootout appearance on Saturday, Feb. 6.

The makers of Crown Royal Canadian whisky, a subsidiary of Diageo plc (NYSE: DEO), have been partners with Roush Fenway Racing dating back to 2003. In 2005, Crown Royal entered the sport as sponsor of the No. 97 team, and in 2006 became the sponsor of Jamie McMurray's No. 26 team. “I’m thrilled that Crown Royal chose to expand their sponsorship of our team for the entire 2010 season," 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 know that this is going to be a successful season for our No. 17 team and it will be great to represent the Crown Royal brand for 35 Cup Series events. I had the honor of working with DIAGEO and their Smirnoff ICE brand back in 2003 where we developed a great relationship. In addition to the sponsorship, we look forward to helping Crown Royal promote its responsible drinking platform, as well as kick-off the annual Crown Royal “Your Name Here" program this week, which awards naming rights to the Spring race at Richmond International raceway to an adult fan."

“Crown Royal looks forward to furthering its sponsorship with Roush Fenway Racing, Matt Kenseth and the entire No. 17 team," said Rob Mason, Senior Brand Manager, Crown Royal. “It will be a big year for Crown Royal both on and off the track. We couldn’t be more thrilled to assist the No. 17 team in its efforts to return to victory Lane, as well as continue our dedicated commitment to use the sponsorship as the core platform to deliver our responsible drinking message to adult racing fans."

Kenseth will make his inaugural run in the No. 17 Crown Royal Ford on Saturday, Feb. 6 for the non-points exhibition event, the Budweiser Shootout, at Daytona International Speedway. The first points race of the season will be the Daytona 500 the on Sunday, Feb. 14 in which Kenseth is the defending champion of the event.