Crown Royal will serve as the primary sponsor for 35 Cup Series races in 2010.
The makers of Crown Royal Canadian whisky have been partners with Roush Fenway Racing dating back to 2003. In 2005, Crown Royal entered the sport as sponsor of the No. 97 team, and in 2006 became the sponsor of Jamie McMurray's No. 26 team.
"I'm thrilled that Crown Royal chose to expand their sponsorship of our team for the entire 2010 season," said Kenseth, one of only five drivers in NASCAR history to win the Sprint Cup rookie of the year award, a Sprint Cup Championship and the Daytona 500.
Kenseth will make his inaugural run in the No. 17 Crown Royal Ford on Saturday, Feb. 6 for the non-points exhibition event, the Budweiser Shootout, at Daytona International Speedway. The first points race of the season will be the Daytona 500 the on Sunday, Feb. 14 in which Kenseth is the defending champion of the event.