Roush Fenway Racing has struck a deal with Kellogg Company, which will see the Cheez-It brand serve as a primary sponsor on Greg Biffle's car during next season's Sprint Cup.

The number of races included in Cheez-It's package was not announced, but the news will come as a boost to the team following the departure of Biffle's main 2014 sponsor, 3M, to rival Nascar team Hendrick Motorsports for next year.

“It’s going to really be great to have Cheez-It on the car next season,” said Biffle. “My family and I have been enjoying Cheez-It snacks for years and I could not be more excited to represent them. The Cheez-It cars have always looked really good on the track and they are going to look even better with the No. 16 on the side.”

The deal continues a long-term relationship between the company and team, which will field three cars in next season's Sprint Cup series.Insect repellent manufacturer Ortho signed a deal covering around half of Biffle's primary sponsorship slots next season. Single-race primary sponsorships in the Sprint Cup tend to sell for around US$500,000.

“Roush Fenway is a great partner, helping us share the excitement of Nascar racing with Cheez-It fans across the country,” said Melissa Pawlowicz, senior director of integrated promotions for Kellogg Company.