Kurt Busch: Budweiser Shootout preview

DAYTONA BEACH, Fla. -- Reigning Nextel Cup champion Kurt Busch will begin his quest for back-to-back championships this weekend during the preseason Bud Shootout in the colors of new sponsor Crown Royal.

In the process, he will become the first NASCAR driver to race in the paint scheme of a spirits brand since NASCAR announced last November that spirits companies would be allowed to participate as team sponsors.

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In this inaugural season, Crown Royal Championship Racing will utilize its new association with NASCAR to promote responsible drinking with millions of NASCAR's adult fans. They will allocate a multi-million dollar marketing budget to support the sponsorship of Kurt Busch and his No. 97 team, which will include dedicated social responsibility messaging under the tagline "Be a Champion. Drink Responsibly."

"We're excited that Crown Royal will lead the spirits industry into the exciting world of NASCAR," said Jerry Knight, Brand Director, Crown Royal. "Crown Royal's primary message for this partnership will be one of responsible drinking, and who better to deliver this message to NASCAR's million of adult fans than the sport's defending champ."

Crown Royal's sponsorship of Kurt Busch and the No. 97 car is 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.

"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 defending Nextel Cup Champion I am in a great position to help Crown Royal reach our fans with messages concerning the importance of responsible drinking."