Diageo, the world’s leading premium drinks business, announced that it will take over primary sponsorship of Jamie McMurray’s Roush Racing Ford beginning in the 2006 season. The company’s Crown Royal and Smirnoff ICE brands will own the primary paint scheme on the Roush Racing Ford for 21 races next season, with Newell-Rubbermaid retaining the remaining 15 races. In 2004, Crown Royal became the first spirits brand to enter the sport after NASCAR announced that spirits companies would be allowed to participate as team sponsors. “I am excited about the opportunity to start a new era in my career with Crown Royal and Roush Racing,” McMurray said. “I know that with this new partnership comes greater responsibility, as I will be counted on to help Crown Royal and Smirnoff ICE reach millions of fans with messages related to the importance of responsible drinking.” The sponsorship will be built around Diageo’s existing relationship with Roush Racing, which began in 2003 with a primary sponsorship of Matt Kenseth and the #17 car for Diageo’s flavored malt beverage Smirnoff ICE. That sponsorship continued for part of 2004, before switching to the #97 car late in the season. Throughout the 2005 season, Diageo has utilized its association with NASCAR to promote responsible drinking to millions of NASCAR’s adult fans as the #97 drove in the Crown Royal and Smirnoff ICE colors during 10 Cup races. On September 10, 2005 at Richmond International Speedway, Crown Royal became the first-ever spirit brand to win a NEXTEL Cup race when the #97 drove to victory during the Chevy Rock and Roll 400. Crown Royal’s integrated motorsports marketing plan will include primary sponsorship at 18 races during the 2006 season, including the Daytona 500. Smirnoff ICE will have primary sponsorship for three races. Crown Royal will continue to capitalize on its sponsorship on several additional levels throughout the season, including consumer promotions and retail events, dedicated print and broadcast advertising to promote responsible drinking, licensing, online consumer promotions, public relations and hospitality.
Crown Royal also continues to engage race fans across the country with its title sponsorship of the Crown Royal International Race of Champions (IROC) series. For more information on Crown Royal, visit www.crownroyal.com. For more information on Smirnoff ICE, visit www.smirnoffice.com.(Alan Taylor Communications PR), look for a car number change announcement in the near future.(11-8-2005)
