Watkins Glen International has signed a multi-year deal with Cheez-It crackers to sponsor the NASCAR Sprint Cup race at the Finger Lakes track.
WGI president Michael Printup and Kellogg Co. officials made the announcement of the Cheez-It 355 at The Glen on Tuesday. This is the company's first race entitlement sponsorship, though Kellogg has been involved with NASCAR since 1991.
Last year's race was run without a main sponsor at The Glen, which is owned by International Speedway Corp. This year's race is Aug. 11.
Budweiser was the title sponsor for Cup races at Watkins Glen International from 1986-98. There have been six other sponsors since 1999, including Sirius Satellite Radio for four years.