A week after Red Bull, Crown Royal Announces Leaving Roush

Another sponsor announces they will change their sponsorship strategy...and Crown Royal's future doesn't include Matt Kenseth's 17 car and Roush Racing.

With Jack Daniel's and Jim Beam gone from Nascar, Crown Royal will now follow. After years of trying to break into the sport, all three liquor companies have changed their marketing strategy to exclude Nascar team sponsorship. Jack Daniel's and Jim Beam left in 2009, but Crown Royal still had 2 more years left on their agreement. Crown Royal has informed Roush they too would not return after this year.

Official Statement from Crown Royal: In evaluation of our NASCAR programming and after much consideration, we have made the decision to make a strategic shift to focus our resources against our annual Crown Royal "Your Name Here" program which awards race naming rights to an adult fan. The Your Name Here program has provided NASCAR fans with an experience that is unrivaled in sports and in recent years has shed light on some of the remarkable military servicemen and servicewomen who proudly serve our country. We look forward to elevating this program as well as continuing our presence in the sport through an experience that our fans have grown to love. The specific details regarding how we will honor these heroes at next year's entitlement will be announced at a later date.
In shifting our strategy, we will end our sponsorships with Roush Fenway Racing and NASCAR upon the conclusion of the 2011 season. We have developed strong relationships with the people at both organizations - they have not only been fantastic business partners, but have also become our friends. We thank them for working with us throughout the years to showcase the importance of our social responsibility initiatives. We look forward to a strong finish to the 2011 season and like the many fans we've gained along the way, we'll never stop rooting for the #17 car on its way to Victory Lane.(Crown Royal PR)

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Permalink Reply by Doug on June 30, 2011 at 6:29pm

These sponsors are leaving because nascar is losing the 18-34 demographic. That is the main target of these companies, especially Red Bull. (and why Monster never gave RG more) Falling into the middle range of this demographic I can tell you I've lost a lot of interest in nascar since the COT came in, while not losing interest in MX, Moto GP, IndyCar, NHRA, and off road events. I still follow RG in nascar but as an overall sport I'm not nearly as interested as I was 8-10 years ago. Lots of my friends are the same way. I'm not sure what it is going to take to fix that, but until they do sponsors targeting this demographic will continue to fade out and spend their money other places that are better investments.

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Permalink Reply by Blues on June 30, 2011 at 6:40pm

Not so sure it's even the age part, definitely not as interested in Nascar as I was 8-10 years ago.... I think it also has alot to do with crappy tv coverage that's geared way too much for the southeast US only. DW and Mikey, Larry Mac, etc. gotta go for starters.... RC and Emig on the Supercross shows do a great job, they prove that it's possible to entertain, know what you're talking about, focus on the leaders, and not exclude the other racers, etc...

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Permalink Reply by IndyTim on June 30, 2011 at 9:20pm

The sponsors are leaving the sport as quick as the fans.....I'm right there with you Doug and Blues...my intrest is Nil compared to even 5-6 years ago......Hell I used to have 20-30 people over every Sunday for swimming and the race....we haven't done that for 4 years now. I'll admit I watched the Road Course Sunday and Daytona (3/4 of Talledega), other than that haven't watched any of it...those 20-30 people that used to come over watch No races anymore...i think my story is a very common story....... The COT killed NASCAR, they really blew it...the racing is god awful (in my opinion).....I think I read a comment WJM made about this smelling alot like CART right before they crapped out and I agree......I've been thinking for awhile now that the best way for NASCAR to turn things around is A) Go back to a car that drivers can race and B) They need to franchise and go to a revenue sharing arraingement with all teams...doing this would allow the Robby Gordons of the world to race every weekend and be competative...I'll stop here becuase really the revenu sharing arguement really needs anout 40 pages to explain why it would be great for the sport.....

(Please don't take my coment about Robby the wrong way...I really have alot of admiration for what he has done with RGM....I really do.....I bet when he broke away from Childress to do it..most of the guys in the NASCAR garage probably would have bet you that Robby wouldn't last past year 5 as an owner..for a team as small as him to even Race in some events is nothing short of remarkable)...

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Permalink Reply by Mike Kenyon on June 30, 2011 at 9:30pm

maybe even the first year,with a new to Na$crap engine program plus first year blues!

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Permalink Reply by IndyTim on July 1, 2011 at 7:25pm

Man those Menard engines were......well........reliable for about the front stretch and a turn and then kaploooooiiiiiiieeee.......

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Permalink Reply by Poncho Villa on June 30, 2011 at 11:35pm

Nascar money is way too much and is no longer a deal for sponsors , Nascar blew it by letting more than two car teams its all the haves now the rich get richer small teams get no air time . Hendrick and roush have 7 & 8 cars out there - Its BS then they make cot ? They need to bite the big teams promote small ones and mix up some tracks more right hand turns and do something to stop the gas milage game --- Lets rub paint , go fast and let the drivers settle battles . People love Hockey fights right---- Nascar needs to stop trying to sell everything known to man , stop exploiting the most loyal fans-- They own the sanctioning body , the tracks and everything else -- even take the best sponsors for them self ---UGLY GREED MUCH TOO MUCH--- Robby is the BEST THING GOING IN NASCAR and the way it is covered u have to be a real fan to even have a clue-- people have no clue and if all you did is watch on sunday you would not know either---Viva La Mexico and Go ROBBY Let it hang out