Diageo announces Roush sponsorship

Following NASCAR's decision to allow liquor sponsorhsips, Diageo is the first distilled spirits maker to announce an agreement with a race team.

Beginning with the 2005 Nextel Cup season, Diageo will feature the Crown Royal brand in an existing relationship with Roush Racing.

Diageo, which has a history in NASCAR with its flavored malt beverage brand Smirnoff ICE, also will utilize its new sponsorship to continue to educate consumers about the importance of responsible drinking.

"Diageo is perfectly positioned to capitalize on this exciting new opportunity in NASCAR because of our existing relationship with Roush Racing," said Mark Waller, Diageo's executive vice president of consumer strategy and marketing. "Our association with this world-class racing team will allow us to connect with millions of adult consumers, who are devoted 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."

In 2003, Smirnoff ICE partnered with Roush Racing as an associate sponsor of the No. 17 car, driven by Matt Kenseth, which won the 2003 NASCAR Cup championship. That associate level sponsorship has continued this season.

"We are excited to grow our relationship with Diageo because we have first-hand knowledge that social responsibility is at the forefront of their marketing efforts," said Roush Racing president Geoff Smith. "We are in our second year with Diageo and we know that they have the highest standards in responsible drinking."

In addition to the Smirnoff ICE sponsorship in NASCAR, Diageo has a presence in motorsports with the Crown Royal International Race of Champions Series. The Crown Royal IROC Series, which is an invitational series matching 12 championship drivers from different disciplines of auto racing, was captured in 2004 by Matt Kenseth.