Florida-based supermarket chain Winn-Dixie has been named as the title sponsor of Nascar's second-tier series race at Talladega Superspeedway next May.
The event, which will be part of what is currently the Nationwide Series but will be known as the Xfinity Series from 2015, will be officially called the 'Winn-Dixie 300'.
Winn-Dixie operates 68 stores in Alabama, the state in which the Talladega Superspeedway is located. “A great number of our customers and associates are Nascar fans," said Tim Flavin, the regional vice-president for Bi-Lo Holdings, the parent of Winn-Dixie.
"This sponsorship represents Winn-Dixie’s ongoing efforts to find meaningful connections with customers by being a part of events they are passionate about."
Winn-Dixie has previously sponsored races at Talladega in the Arca Racing Series and Nascar Camping World Truck Series.