Heluva Good! to sponsor Cup race at The Glen

Watkins Glen International officials announced Friday that Heluva Good! will sponsor the track’s Aug. 9 NASCAR Sprint Cup Series race, which will be called the Heluva Good! Sour Cream Dips at The Glen.

The cheese and dip company is headquartered in Sodus, N.Y, about 65 miles from the famed road course. The track said Heluva Good! will also be the official dip product of Watkins Glen and will have promotional rights at Michigan International Speedway. Both tracks are owned by International Speedway Corp.

Financial terms of the title sponsorship were not disclosed.