Sep 21, 2009 at 04:23 PM
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Jack Daniel's Done With NASCAR

Brown-Forman, one of the largest American-owned companies in the wine and spirits business, will conclude its Jack Daniel's NASCAR program and will not extend its sponsorship with Richard Childress Racing`s No. 07 team after the contract expires in 2009.

A change in Brown-Forman's spending priorities led to the decision to conclude the sponsorship that began in 2005.

"Brown-Forman has been a great partner of RCR for the past five years through its Jack Daniel`s brand," said Richard Childress, president and CEO of Richard Childress Racing. "They quickly became a NASCAR-industry leader in the promotion of the Jack Daniel`s brand through the Pace Yourself, Drink Responsibly messaging, which our fans have embraced. We understand the shift in their spending priorities during these tough economic times and the No. 07 Jack Daniel`s Racing program will continue to provide that successful platform for the rest of the 2009 season."

The Brown-Forman/Jack Daniel's partnership with RCR will continue for the remainder of the 2009 racing season.

"Jack Daniel's has enjoyed a good five-year run with Richard Childress Racing and NASCAR, and we are pleased with the overall performance of our sponsorship program," said Tim Rutledge, vice president and brand director for Jack Daniel's. "We have enjoyed building strong relationships with the people in Richard's organization and throughout NASCAR. While it is difficult for us to end our formal relationship with RCR, the current economic environment has compelled us to reevaluate our spending and we've concluded that other areas in the marketing mix require additional investment."

Richard Childress Racing still plans to be a four car team in 2010, pending sponsorship.