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The partnership, announced Friday, gives Tide's PODS product the primary sponsorship for three races -- March 19 at Phoenix, July 23 at Indianapolis and Oct. 7 at Charlotte. The deal includes associate sponsorship in the series' remaining events.
Tide's return to the No. 20 Camry comes on the heels of last year's one-race deal for the annual NASCAR Throwback Weekend at Darlington Raceway. Kenseth's car took cues from Tide's rich history in the sport, with its classic bright paint scheme campaigned over the years by Darrell Waltrip, Ricky Rudd and Ricky Craven.
"I'm glad they expanded their role, I think it's exciting for NASCAR and fans as well because they were such a common name in the sport for so many years," Kenseth said. "You always noticed that car on the track. I think getting it back on the track is pretty cool for the sport."