Watkins Glen International President Michael Printup announced Tuesday that the Glen and Cheez-It (Kellogg’s brand) have signed a multi-year deal for Cheez-It to sponsor the August Cup race in Upstate New York. The August 9th-11th race weekend will have the Cup race named the Cheez-It 355 at the Glen. In 2012 Watkins Glen didn’t have a race sponsor due to a failure to reach a deal with a company known across the U.S according to track president Michael Printup.
Heluva Good dips sponsored the Sprint Cup Watkins Glen race from 2009-2011 but they didn’t re-sign with the track after the 2011 season. In the past few races at Watkins Glen, the races have been interesting enough to make national headlines and Cheez-It could hear their brand name talked about nationally if the race lives up to the excitement from the past few races.
In 2011, a wild green-white-checker finish which included David Reutimann flipping in turn two made the race one of the most exciting of the 2011 season. The last lap in the 2012 race made the race one of the best of 2012 with Kyle Busch spinning out as the leader as well as a great battle between Brad Keselowski and Marcos Ambrose which resulted in an Ambrose victory.
The deal between Watkins Glen and Cheez-It is said to be multi-year which could mean sponsorship for the Glen for many years to come. Cheez-It is likely the sponsor Watkins Glen tried to get for 2012 but when time ran out they couldn’t come to an agreement and the race went on un-sponsored. The good staff under Michael Printup at Watkins Glen keep trying after the 2012 race to get a sponsor for the future and they signed Cheez-It for 2013 and beyond which is great for the track.
The race this August at Watkins Glen is sure to be a good one and now with sponsor Cheez-It, it will be even better. Watkins Glen International partnered with a great brand with Cheez-It and it could attract more fans to the track. Will another exciting Watkins Glen finish be in-store for 2013? Well in eight months we will find out when NASCAR returns to the Glen.
By Jason Schultz