Cheez-It will not renew its sponsorship with Roush Fenway Racing, Watkins Glen International, and International Speedway Corporation as first reported by SportsBusiness Journal.
Already an established partner at Roush Fenway, the Cheez-It brand moved into a primary sponsor role on Greg Biffle‘s No. 16 Ford Fusion in 2015. Cheez-It is on the car this weekend at Talladega Superspeedway where Biffle looks to go to victory lane for the first time since June 2013.
At Watkins Glen, Cheez-It had been the title sponsor of the Sprint Cup Series event for the last four years. Kellogg has been involved in NASCAR since 1991, but Watkins Glen was its first race entitlement sponsorship.
In a statement released to NBC Sports, Kellogg stated: “As part of our ongoing evaluation of company sponsorships and other business activities, the Kellogg Company has decided not to renew its sponsorship of Roush Fenway Racing, Watkins Glen International and the International Speedway Corporation. All of the people within these organizations have been tremendous partners and we have truly enjoyed our association with them, the drivers and fans.”
Sports Business Journal also reported that Cheez-It stopped short of saying it is leaving NASCAR entirely and that the company could be looking to join another organization.