RICHMOND, VA (WWBT) - Crown Royal is dialing back its sponsorship in NASCAR, but keeping its name attributed to the "Your Name Here" race that has been run at Richmond International Raceway.
Crown Royal is ending its sponsorship with Roush Fenway Racing at the end of the year. Crown Royal has sponsored Matt Kenseth for the last two seasons. The company sponsored Kurt Busch and Jamie McMurray before that. But Crown Royal said Tuesday it will only be the title sponsor of the Sprint Cup race in Richmond going forward.
But the contract between Crown Royal and RIR ended after this season's race. Representatives of the track said they're extremely interested in continuing the relationship with the sponsorship.
Parent company Diageo also says it is ending its official sponsor deal with NASCAR. RFR began the season with all four of its primary sponsors up for renewal. The team renewed 3M and driver Greg Biffle in April. Aflac and driver Carl Edwards are unsigned beyond this year, and current David Ragan sponsor UPS has not been renewed yet.