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 International 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 2015 with RFR’s #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 2013. 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.’ Sources added that Cheez-It had been shopping its deal with other teams in recent months.(Sports Business Daily)
