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Cup race at Watkins Glen gets new sponsor

January 15, 2013, Staff report, NASCAR.com

Cup race at Watkins Glen gets new sponsor
Kellogg Company signs multi-year agreement with the N.Y. track

Watkins Glen International announced Tuesday that Cheez-It at the Glen will be the new name of their August race weekend for several years to come, beginning Aug. 8–11, 2013.

While the Nationwide series race name will stay the same -- the NASCAR Nationwide Series Zippo 200 -- the highlight of the weekend is the Sprint Cup race.

"This partnership adds another chapter to our rich racing history and provides an array of opportunities for all involved. I have no doubt our fans will benefit the most during our Cheez-It 355 at The Glen weekend,” Watkins Glen International President Michael Printup said. “We look forward to driving history together with the Kellogg Company and Cheez-It for years to come."

Although Kellogg has been involved in the sport since 1991, this is the first race entitlement.
 
"We know this loyalty exists among NASCAR fans, so this is the perfect opportunity for us to show our support for the fans and build on our successful partnerships in motorsports," said Todd Penegor, President of Kellogg U.S. Snacks. "We are proud to be the title sponsor of the Cheez-It 355 at The Glen -- a one-of-a-kind event at an iconic venue."

Previously known as the Finger Lakes 355 at the Glen, the 355 translates to 90 laps, or 220.5 miles.