Rochester, NY (February 11, 2019) – Get ready to start your engines because Genesee Beer is back to the races. Genesee Beer announced today its return as the Official Beer of Watkins Glen International in its first commercial sponsorship in over a decade.
The multi-year sponsorship includes Genesee branding on the largest beer can in New York State with over 2.5 MILLION ounces, category exclusive logo and promotional rights, a free Genesee Summer Concert Series, hundreds of fan experiences and more!
Following a 40-year hiatus, this partnership is being reignited at the perfect time. Genesee Brewing Company is now ready to expand and create even more, authentic Genesee experiences for loyalists and new fans alike.
In 2018, Genesee Brewing Company completed a $48.5 million modernization project in Rochester making New York State’s oldest brewery its most updated and efficient. Now that Genesee has secured its future in Rochester, the company is moving focus to commercial operations.
"Genesee Beer is the best it has ever been, and now we get to celebrate that with our fans at The Glen," said Janine Schoos, associate brand director for Genesee. "We’re thrilled to once again sponsor Watkins Glen International and bring together our love of great racing and great beer."
Watkins Glen International is the perfect partner for Genesee because it authentically attracts the proudest Genny fans. Genesee encourages all beer drinkers to enjoy life and find their fun outdoors. Each year at Watkins Glen International, fans travel from across the country to camp and enjoy exciting races in this beautiful region with a Genesee beer in hand.
"We couldn’t be happier to welcome Genesee back as the Official Beer of The Glen this year," said Watkins Glen International President Michael Printup, a Buffalo native and Genesee loyalist himself. "Since before the track was even built, fans gathered in the streets with a Genny six-pack to watch the races. Fast forward nearly six decades and you still see fans cracking cold Genesee cans at every tailgate. This truly is Genesee Country and we are so excited to finally make it official."
Genesee’s return as the Official Beer of Watkins Glen International is just one component of the overall partnership.
Genesee’s sponsorship of the 2019 Watkins Glen International includes:
- All events at The Glen, including:
- Opening Weekend, SCCA Majors Super Tour, Sahlen’s Six Hours of The Glen, Finger Lakes Wine Festival presented by Yancey’s Fancy, Go Bowling at The Glen, Blancpain GT World Challenge America, Hilliard United States Vintage Grand Prix, Ticket Galaxy Beer Festival
- Category exclusive promotional rights
- A co- branded Genesee Beer/Watkins Glen pace car
- Retail promotions such as:
- Send a Soldier to the Sahlen’s Six Hours of The Glen
- Go Bowling at The Glen VIP camping experience sweepstake
- United States Vintage Grand Prix free ticket offer
- Free Genesee Summer Concert Series at The Glen on June 6, June 13, June 20, July 9, July 18 and July 25
The sponsorship begins in April and will run for the entire 2019 season. For more information, please visit: www.TheGlen.com.
About Genesee Brewing Company
Established in 1878, the Genesee Brewery—New York state’s oldest brewery—makes the classic Genesee line of beers, The Original Cream Ale and the Original Honey Brown Lager, as well as Seagram’s Escapes. The Genesee Brewery also manufactures beer and other alcoholic and non-alcoholic beverages under contracts on behalf of other companies. For more information, visit www.geneseebeer.com
About Watkins Glen International
Located within five (5) hours (~300 miles) of 25% of the US population, Watkins Glen International is the premier road racing facility in North America, three-times voted “Best NASCAR Track” by readers of USA Today. Keep up with The Glen on Facebook, Twitter, and Instagram. For tickets, camping, and additional information about the upcoming 2019 racing season, call 1-866-461-RACE or visit www.TheGlen.com