Watkins Glen Introduces Cheez-It as Title Sponsor

By wbng sports

January 15, 2013 Updated Jan 15, 2013 at 7:32 PM EDT

Syracuse, NY (WBNG Binghamton)

Without a sponsor last year, the Finger Lakes 355 provided one of the most exciting finishes on the entire NASCAR Sprint Cup Circuit. This year The Glen hopes for the same result, but this year they will have a sponsor. The Cheez-It 355 will be coming to The Glen this coming August.

It's a move track president Michael Printup says should be exciting for the fans.

"This year to bring a brand involvement into that is really, it's a fan induced product," said Printup. "I mean to bring that fan component in, and be able to engage and have that fun where kids eat Cheez-Its and the block of cheese will be running around, the professor will be at the track. That's the kind of fun thing that can happen."

"It's a fan and driver favorite," said Dana Hardy, Kellogg's Manager of Integrated Promotions. "That was the next natural thing to try and help bring some excitement to our fans, to their fans, to come together in this partnership."

On top of being exciting news for the fans at The Glen, Printup added that financially the multi-year agreement certainly will help.

"It's a marketing effort that is applicable to them," said Printup. "They see the efforts and saw the results that The Glen can bring, and particularly an oval vs. the road course. The signage opportunities, and the fan interaction and the quality of the racing is what brought Kellogg's to the table."

The race is set for August 11th at Watkins Glen International.