Crown Royal will be primary sponsor of Roush Fenway Racing and driver Matt Kenseth for all Nascar Sprint Cup Series races in 2010, taking the whisky company's involvement with the team into its eighth year.

The makers of Crown Royal Canadian whisky, a subsidiary of Diageo, have had links with Roush Fenway Racing since 2003. Crown Royal will pay US$20 million for the 2010 partnership, according to reports. Kenseth is one of only five drivers in the history of Nascar to have won the Sprint Cup rookie of the year award, a Sprint Cup Championship and the Daytona 500.

"I'm thrilled that Crown Royal chose to expand their sponsorship of our team for the entire 2010 season," said Kenseth. "I know that this is going to be a successful season for our No. 17 team and it will be great to represent the Crown Royal brand for 35 Cup Series events. I had the honour of working with Diageo and their Smirnoff Ice brand back in 2003 where we developed a great relationship.

•Zachry signs on to back Starr and Randy Moss Motorsports•New sponsor signs on with Nascar Sprint Cup Series race"In addition to the sponsorship, we look forward to helping Crown Royal promote its responsible drinking platform, as well as kick-off the annual Crown Royal 'Your Name Here' programme this week, which awards naming rights to the Spring race at Richmond International Raceway to an adult fan."

Rob Mason, senior brand manager, Crown Royal, added: "Crown Royal looks forward to furthering its sponsorship with Roush Fenway Racing, Matt Kenseth and the entire No. 17 team. It will be a big year for Crown Royal both on and off the track. We couldn't be more thrilled to assist the No. 17 team in its efforts to return to Victory Lane, as well as continue our dedicated commitment to use the sponsorship as the core platform to deliver our responsible drinking message to adult racing fans."