One of Diageo's spirits brands is to advertise with the National Association for Stock Car Auto Racing for the first time ever

Food & Drink Weekly, Nov 15, 2004

One of Diageo's spirits brands is to advertise with the National Association for Stock Car Auto Racing (NASCAR) for the first time ever. The move takes effect at the 2005 NASCAR Nextel Cup season. NASCAR announced November 10 that spirits companies would be allowed to participate as team sponsors.

Diageo will lead the spirits category's entry into the sport. The move by NASCAR lifted a decades-old ban on liquor ads on cars. "We felt the time was right," said Mike Helton, president of NASCAR. "Attitudes have changed, and spirits companies have a long record of responsible advertising." NASCAR already allowed beer companies into the sport.