The Bristol Motor Speedway's annual spring Nascar Nationwide Series race will have a title sponsor for the next four years, after Roswell Food Group agreed to take up the position.
Roswell will promote its Original Grit Chips brand, which are already endorsed by comedian Jeff Foxworthy. The event will be known as 'Jeff Foxworthy's Grit Chips 300 at Bristol'.
Title sponsorships of Nascar Nationwide Series races typically go for US$250,000.
“Whether it's business, marriage or a driver looking for a great crew chief, everyone looks for a partnership that is the right fit," said Bristol Motor Speedway's general manager Jerry Caldwell.
"The combination of a Southern flavour like Grits, the undeniable popularity of snack chips and the unsurpassed heritage of Bristol Motor Speedway just created one of those great "ah-ha" moments when you find yourself saying: "of course!"
Foxworthy, displaying some of his Grammy-award winning trademark wit, added: "This is a great pairing, the kind of thing you don't see coming; but it seems right when it does. Plus these darn chips are good, and now I get 'em half price!"
Meanwhile three mattress brands, Sealy, Serta and Simmons Beautyrest, have become associate sponsors of Kurt Busch's Furniture Row Racing car during the 2013 Sprint Cup season. The three companies will divide up 20 races between them, as part of a wider team deal with Denver Mattress, a mattress dealership.