July 28, 2009 4:30 PM

Crown Royal Becomes a Primary Sponsor for Matt Kenseth, No. 17 Sprint Cup Team in 2010

Concord, N.C. (July 28, 2009) – Roush Fenway Racing announced today that Diageo, parent company of Crown Royal, has renewed its multi-year sponsorship.  Crown Royal will serve as the primary sponsor for Matt Kenseth and the No. 17 Sprint Cup team at 18 Cup events in 2010.
"I'm excited about teaming up with Crown Royal," 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 worked with Diageo’s Smirnoff ICE brand back in 2003 and we developed a great relationship. They were a part of our championship season and we were able to take part in a lot of really cool promotions and events to promote messages associated with responsible drinking.   I’m really looking forward to representing Crown Royal and continuing that great work."
“It’s a pleasure to welcome a champion like Matt back as our partner,” said Dan Sanborn, Sr. Director, Corporate Relations for Diageo. “Through our earlier relationship with Matt in 2003, and as the Crown Royal IROC Champion in 2004, we have experienced great success together over the years.  We look forward to extending that relationship and having Matt represent one of our biggest brands both on-and-off the track.” 

Diageo has been a partner of Roush Fenway Racing dating back to 2003 where Kenseth was first paired with the Smirnoff Ice Brand.  In 2005, Crown Royal entered the sport as sponsor of the No. 97 team and in 2006 became sponsor of Jamie McMurray and the No. 26 team.
“We will miss Jamie (McMurray) as he has been an amazing partner both on and off the track taking our ‘Be a champion. Drink Responsibly,’ campaign to new heights.  We were lucky to have him as part of our team and whatever sponsor aligns with him will have a great person working on their behalf.  We wish him well,” said Sanborn
“We are pleased that we found a suitable home within Roush Fenway Racing for one of the greatest brands in the world,” said Roush Fenway Racing president Geoff Smith.
“With the conclusion of the contract arrangement with Crown Royal, Roush Fenway Racing’s Sprint Cup driver lineup will see Greg Biffle, Carl Edwards and David Ragan joining Kenseth to round out our four approved entries.  We are still hoping to be able to transfer the No. 26 team, intact, to Yates Racing in order to keep everyone employed and racing within the Ford community."

Roush Fenway Racing is NASCAR’s largest team operating nine motorsports teams.  Five in the NASCAR Sprint Cup Series with drivers Matt Kenseth, Jamie McMurray, Greg Biffle, Carl Edwards and David Ragan; three in the Nationwide Series with Kenseth, Biffle, Edwards, Ragan, Erik Darnell, Ricky Stenhouse, Jr. and Colin Braun; and one in the Camping World Truck Series with Braun.  For more information on any of the Roush Fenway Racing teams, log onto ( ). 
For additional information on the remaining sales opportunities with the No. 17 contact Robin Johnson at or call 704.720.4645.
For additional information contact: Kevin Woods at or call 704.957.1138.
About Crown Royal Canadian Whisky
Crown Royal Canadian whisky is the number one selling Canadian whisky brand in the US by value and has a tradition as long and distinctive as its taste. Specially blended to commemorate a grand tour of Canada made by King George VI and Queen Elizabeth of Great Britain in 1939, Crown Royal Canadian whisky’s smooth, elegant style reflects its aristocratic origins and is considered the epitome of Canadian whisky.  For the fourth consecutive year, the Crown Royal Company is the primary sponsor of the No. 26 Roush Fenway Ford Fusion driven by Jamie McMurray. For more information visit ( ).
It’s about quality, not quantity.
About Diageo
Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines.
Diageo is a global company, trading in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit
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