Crown Royal scheme to adorn No. 97 for selected races in 2005

STAMFORD, Conn. -- Diageo, the world's leading premium drinks business, Tuesday announced its Crown Royal brand will become a primary sponsor of 2004 NASCAR Nextel Cup Champion Kurt Busch and the No. 97 Roush Racing Sharpie/Irwin car for select races throughout the 2005 season.

Crown Royal becomes the first spirits brand to enter the sport since NASCAR recently announced that spirits companies would be allowed to participate as team sponsors.

The Crown Royal sponsorship will be built around Diageo's existing relationship with Roush Racing, which started in 2003 with a primary sponsorship of Matt Kenseth and the No. 17 Roush Racing car for Diageo's flavored malt beverage Smirnoff Ice.

That sponsorship continued for part of 2004 before switching to the No. 97 car late in the season. Diageo will utilize the Crown Royal brand's new association with NASCAR to promote responsible drinking with millions of NASCAR's adult fans.

"We're excited that Crown Royal will be entering NASCAR so prominently with a sponsorship of the sport's newest champion, Kurt Busch and Roush Racing," said Mark Waller, Executive Vice President, Consumer Strategy and Marketing, Diageo.

"Our association with this world class racing team gives Diageo the opportunity to connect with millions of adult NASCAR fans, and remind them about the importance of responsible drinking. A multi-million dollar marketing budget supporting this sponsorship will include dedicated social responsibility messaging."

Busch, 26, captured his first NASCAR championship on by rallying to finish fifth in the Ford 400 at Homestead-Miami Speedway. NASCAR's newest champion won three races during the 2004 season to increase his career total to 11 NASCAR victories.

The championship season marks the second in a row for Roush Racing following last season's championship with Matt Kenseth and the No. 17 car.

"I'm thrilled about the opportunity to continue the partnership with Crown Royal as they further commit to our sport," Busch said. "I know that as the NASCAR Nextel Cup champion I am in a great position to help Crown Royal reach our fans with the importance of responsible drinking."

Crown Royal's integrated motorsports marketing plan will include primary sponsorship of the No. 97 car at select races during the 2005 season including the Brickyard 400.

When Crown Royal is not a primary sponsor, the brand will support Kurt as an associate sponsor of the No. 97 car during the 2005 season. Crown Royal will also continue to engage race fans across the country to "Be a Champion. Drink Responsibly." with its 2005 title sponsorship of the Crown Royal International Race of Champions.