NASCAR: Sprint Cup race at Watkins Glen gets new sponsor image

Watkins Glen International announced Tuesday that the new name of the August race weekend will be Cheez-It at the Glen.

The announcement came after Kellogg Company signed multi-year agreement with the New York track. Although Kellogg has been involved in the sport since 1991, this is the first race entitlement. This year’s race weekend will be between August 8 – 11. While the Nationwide series race name will stay the same – the NASCAR Nationwide Series Zippo 200 – the highlight of the weekend is the Sprint Cup race.

“This partnership adds another chapter to our rich racing history and provides an array of opportunities for all involved. I have no doubt our fans will benefit the most during our Cheez-It 355 at The Glen weekend. We look forward to driving history together with the Kellogg Company and Cheez-It for years to come,” said Watkins Glen International President Michael Printup.

“We know this loyalty exists among NASCAR fans, so this is the perfect opportunity for us to show our support for the fans and build on our successful partnerships in motorsports. We are proud to be the title sponsor of the Cheez-It 355 at The Glen – a one-of-a-kind event at an iconic venue,” said Todd Penegor, President of Kellogg U.S. Snacks.

Previously known as the Finger Lakes 355 at the Glen, the 355 translates to 90 laps, or 220.5 miles.