Richmond Lands New Sponsor

In its continuing efforts to engage race fans, Crown Royal Championship Racing today announced that the world-famous whisky brand has reached a multi-year, entitlement agreement for the annual spring NASCAR NEXTEL Cup series race at Richmond International Raceway, beginning with the May 6 event this season. The race, which will now be called The Crown Royal 400, will be broadcast live on the F/X network “under the lights.”

"We are honored and proud to have such a significant presence during a race at one of NASCAR’s most entertaining and popular tracks," said Jim Lorenz, Senior Brand Manager, Crown Royal. "Richmond International Raceway will always be special to Crown Royal and our consumers as it was the site of our first-ever victory. The promotional agreement for the race name provides us with yet another platform to advance our ‘Be a Champion. Drink Responsibly.’ message.”

The benefits of the promotional relationship with Richmond International Raceway offer Crown Royal a highly visible national medium to engage race fans with its "Be a Champion. Drink Responsibly." message, which serves as the foundation for all of Crown Royal’s motorsports initiatives.

“Having Crown Royal on board is a great fit for Richmond International Raceway,” said track president Doug Fritz. “Two top, historic brands are coming together to form a terrific partnership. We are looking forward to an exciting promotional relationship that will benefit race fans for years to come.”

Richmond International Raceway, which has sold out 28 consecutive NASCAR NEXTEL Cup Series races, will reach a historic milestone this season. The Crown Royal 400 will be the 100th NASCAR NEXTEL Cup Series race in the track’s history. Only Daytona International Speedway, (118) Martinsville Speedway, (115) and Darlington Raceway (105) have hosted more races than the popular, ¾-mile venue.

Crown Royal also continues its sponsorship of the No. 26 Roush Racing Ford Fusion team driven by Jamie McMurray. This includes primary paint scheme of the No. 26 car at 18 races during the 2006 season, including the Daytona 500. Additionally, Crown Royal engages race fans across the country with its title sponsorship of the Crown Royal International Race of Champions (IROC) series. The Crown Royal Special Reserve brand is presenting sponsor of the Grand American Rolex Sports Car Series, and Crown Royal will serve as title sponsor in 2006 of both the Crown Royal Grand American Challenge of Long Beach, CA on April 8 and the Crown Royal 250 at Watkins Glen, NY on August 11.

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