The Brickyard 400 is one of the most iconic names in racing history, and it's getting a bit of a modification.
Crown Royal has announced a multi-year sponsorship deal to name the Sprint Cup race the (deep breath) The Crown Royal Presents Your Hero's Name Here 400 at The Brickyard.
Crown Royal, of course, recently announced the end of its partnership with Roush Fenway Racing and Matt Kenseth, and will no longer be sponsoring the Richmond race that bore its "Your Name Here" campaign.
It's a canny move on Crown's part to switch to naming the race after a "hero" rather than an everyday Joe or Jane. (Well, everyday if they were in the military.) Sure, the races at Richmond all had fairly straightforward names, but we were one contest entry from, say, the "Ernest 'Stanky' Whipdoodle Jr. 400." While that would've been awesome to say, it probably doesn't bring the cachet that Crown Royal is seeking.
While the move solidifies Indy's sponsorship position, and also centers the 2012 "Super Weekend" at the legendary track, it leaves Richmond without a title sponsor for its spring race, and Kenseth without a sponsor for the 2012 season and beyond. Perhaps Boone's Farm or Bartles & Jaymes could step up?