Kenseth to run Smirnoff Ice car at The Winston

DAYTONA BEACH, Fla. -- Smirnoff Ice Triple Black will sponsor Roush Racing driver Matt Kenseth's No. 17 Ford in a limited program of 2003 NASCAR Winston Cup Series races, beginning with The Winston all-star race in May at Lowe's Motor Speedway.

Diageo, the premium drinks company, announced the multi-faceted Smirnoff Ice motorsports marketing

initiative in support of the launch of Smirnoff Ice Triple Black on the opening day of Winston Cup practice at Daytona International Speedway.

The program includes at least co-primary sponsorship of Kenseth's Ford Taurus, whose five wins in 2002 led the series, for eight races and secondary status for the balance of the season.

The partnership includes driver appearances, the use of show cars and image rights, a large hospitality program and an extensive social responsibility agenda.

A Smirnoff spokesperson said an advertising program was in the works featuring Kenseth, who said that was one of the "coolest" aspects of the program.

Kenseth will drive the Smirnoff Ice car at The Winston on May 17 and in races at Daytona International Speedway (July 5), Indianapolis Motor Speedway (Aug. 3), Darlington Raceway (Aug. 31), Richmond International Raceway (Sept. 6), Talladega Superspeedway (Sept. 28) and Atlanta Motor Speedway (Oct. 26).

The race at Texas Motor Speedway on March 30 is a co-primary event with Dewalt Tools.

"Our partnership with Roush Racing, Matt Kenseth and select NASCAR venues will be an excellent opportunity for Smirnoff Ice to build strong consumer relationships with devoted NASCAR fans," James Stammer, senior brand manager for Smirnoff Ice, said.

"This partnership also provides Smirnoff Ice with the perfect opportunity to promote the responsible consumption of our brands and our car will proudly support our NASCAR messaging -- 'Be Smart, Drink Responsibly.'"

"The brands under the Diageo umbrella are among the most recognized in the world, and they gained that worldwide recognition through creative and innovative marketing programs, taking the lead on social responsibility and above all, they are trendsetters," Roush Racing president Geoff Smith said. "We look forward to actively and responsibly building the Smirnoff Ice brand."

Diageo's integrated motorsports marketing plan includes acquiring official FMB status at select racing venues and the development of hospitality programs at NASCAR races across the U.S.

The company believes its multi-faceted motorsports presence, blended with solid responsibility programming, will increase visibility among its adult male target consumer.

Indianapolis-based Just Marketing, Diageo's motorsports agency, facilitated the partnerships and will provide total management of the program.