CROWN ROYAL TO SPONSOR NASCAR SPRINT CUP RACE IN 2012 AT IMS: Nation’s heroes to be honored at Crown Royal ‘Your Hero Here’ 400

INDIANAPOLIS, Thursday, July 28, 2011 – Crown Royal will become the entitlement sponsor of the NASCAR Sprint Cup Series race Sunday, July 29, 2012 at the Indianapolis Motor Speedway.

The Crown Royal “Your Hero Here” 400 at the Brickyard is part of Crown Royal’s continuing effort to provide race fans with an unrivaled experience and honor all of the nation’s heroes. The race will serve as an expansion of the annual “Your Name Here” program and honor all of our nation’s heroes, including U.S. service men and women.

“We look forward to an exciting partnership with Crown Royal and an opportunity to showcase our appreciation for those who make a difference in our communities,” said Jeff Belskus, Indianapolis Motor Speedway Corporation president and CEO. “It is great to have a partner like Crown Royal to provide race fans with an exciting and unique race experience at the Brickyard.”

Crown Royal focused the annual promotion the last two years solely on military service members to honor their heroic acts and service to their country. The expanded Crown Royal “Your Hero Here” 400 program will recognize all of the unsung heroes who make a difference in our communities, from firefighters and police officers to local volunteers and military members.

The grand prize for the 2012 race at Indianapolis will go to one special individual who will be provided with the reins to their very own race and receive the naming rights to the Crown Royal “Your Hero Here” 400 at the Brickyard.

In addition to the grand prize, Crown Royal will honor various heroes throughout the Crown Royal “Your Hero Here” 400 at the Brickyard and integrate special characteristics of IMS to enhance the overall race experience. From showcasing photographs and stories of heroes from across the country, to on-site stations where fans can send messages to service men and women stationed overseas, Crown Royal plans to give heroes the recognition they deserve.

The Crown Royal “Your Hero Here” 400 at the Brickyard will also serve as yet another platform to advance the “Please Drink Responsibly” message and to share the stories of heroes around the country with Indianapolis locals, NASCAR fans and people everywhere.

 

“We are incredibly excited to have the chance to take our annual program to the next level at one of the most historic venues in motorsports,” said Yvonne Briese, VP Marketing, DIAGEO North American Whisky. “In addition to providing a once-in-a-lifetime experience for our winner, we take great pride in the fact that we are able to acknowledge so many people who do so much for others and ask for nothing in return.”

The Crown Royal “Your Hero Here” 400 will be the marquee event of the inaugural Super Weekend at the Brickyard, which also will feature a NASCAR Nationwide Series event Saturday, July 28, two GRAND-AM road races Friday, July 27 and Nationwide practice Thursday, July 26.

Crown Royal Canadian whisky is the number-one selling Canadian whisky brand in the U.S. by value and has a tradition as long and distinctive as its taste. Specially blended to commemorate a grand tour of Canada made by King George VI and Queen Elizabeth of Great Britain in 1939, Crown Royal Canadian whisky’s smooth, elegant style reflects its aristocratic origins and is considered the epitome of Canadian whisky. The Crown Royal Company is a primary sponsor of the No. 17 Roush Fenway Ford Fusion driven by Matt Kenseth. For more information visit www.crownroyal.com. Crown Royal encourages all race fans to please enjoy responsibly.

Diageo (Dee-AH-Gee-O) is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines.

Diageo is a global company, trading in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (DGE).

For more information about Diageo, its people, brands, and performance, visit Diageo.com. For a global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

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