Crown Royal will end its sponsorship with Roush Fenway Racing at the end of the year, and parent company Diageo will not renew its deal as an official NASCAR partner. Crown Royal has sponsored Matt Kenseth for the last two seasons, and the company sponsored Kurt Busch and Jamie McMurray before that. Going forward, Crown Royal will only sponsor the Sprint Cup race at Richmond. "In shifting our strategy, we will end our sponsorships with Roush Fenway Racing and NASCAR upon the conclusion of the 2011 season," Yvonne Briese, Diageo North American Whisky vice president of marketing, said Tuesday in a statement. "We have developed strong relationships with the people at both organizations -- they have not only been fantastic business partners, but have also become our friends. We thank them for working with us throughout the years to showcase the importance of our social responsibility initiatives." Read more: http://sports.espn.go.com/rpm/nascar/news/story?id=6713903
