Watkins Glen International and Kellogg Company announced that Cheez-It, the iconic snack brand, signed a multi-year agreement to be the title sponsor of The Glen's NASCAR Sprint Cup Series race in front of fans and friends at Dinosaur BBQ in January.
Michael Printup had this to say, "We are excited to welcome the Kellogg Company and Cheez-It to the Watkins Glen International family as our NASCAR weekend sponsor. This partnership adds another chapter to our rich racing history and provides an array of opportunities for all involved. I have no doubt our fans will benefit the most during our Cheez-It 355 at The Glen weekend."
This is Kellogg's first race entitlement sponsorship, although the Cheez-It brand's parent has been involved with NASCAR since 1991.
"355" signifies the distance of the NASCAR Sprint Cup Series race, 90 laps for 220.5 miles or 355 kilometers.