Roush Fenway Racing has announced the parent company of Crown Royal, Diageo, will be the primary sponsor of Matt Kenseth and the #17 team for 18 NASCAR Sprint Cup Series races in 2010. Currnet sponsor Dewalt Tools recently informed Roush officials they will not be returning next season.

"I'm excited about teaming up with Crown Royal," said Kenseth. "I worked with Diageo’s Smirnoff ICE brand back in 2003 and we developed a great relationship. They were a part of our championship season and we were able to take part in a lot of really cool promotions and events to promote messages associated with responsible drinking. I’m really looking forward to representing Crown Royal and continuing that great work."

Kenseth is one of only five drivers in the history of NASCAR to win the Sprint Cup rookie of the year award, a Sprint Cup Championship and the Daytona 500.

“It’s a pleasure to welcome a champion like Matt back as our partner,” said Dan Sanborn, Sr. Director, Corporate Relations for Diageo. “Through our earlier relationship with Matt in 2003, and as the Crown Royal IROC Champion in 2004, we have experienced great success together over the years.  We look forward to extending that relationship and having Matt represent one of our biggest brands both on-and-off the track.”

“We will miss Jamie (McMurray) as he has been an amazing partner both on and off the track taking our ‘Be a champion. Drink Responsibly,’ campaign to new heights.  We were lucky to have him as part of our team and whatever sponsor aligns with him will have a great person working on their behalf.  We wish him well,” added Sanborn.

“We are pleased that we found a suitable home within Roush Fenway Racing for one of the greatest brands in the world,” said Roush Fenway Racing president Geoff Smith.

“With the conclusion of the contract arrangement with Crown Royal, Roush Fenway Racing’s Sprint Cup driver lineup will see Greg Biffle, Carl Edwards and David Ragan joining Kenseth to round out our four approved entries.  We are still hoping to be able to transfer the No. 26 team, intact, to Yates Racing in order to keep everyone employed and racing within the Ford community."

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