Wheels & Deals: Watkins Glen Still Seeking Title Sponsor For Sprint Cup Race

In New York, Ron Levanduski reported snack brand Heluva Good, the title sponsor for the NASCAR Sprint Cup race at Watkins Glen Int'l the past three years, has “yet to renew its deal” with race officials. WGI President Michael Printup said Wednesday that they “are optimistic a deal will be finalized within 30-45 days.” Heluva Good “signed a two-year pact that expired” at the end of ’11 after an initial one-year deal in ‘09 for Watkins Glen. Printup said that they “are working on ways to increase the condiment maker's marketing exposure” (Elmira STAR-GAZETTE, 2/2).

MAKING A DEAL: In K.C., Randy Covitz reports the NHRA Full Throttle Series “has a new title sponsor” for the Summernationals event May 18-20 at Heartland Park Topeka. Dollar General will take over as title sponsor for the event, which had been sponsored by O’Reilly Auto Parts “until it withdrew" last year (K.C. STAR, 2/3).

HOW DO YOU WANT THAT COOKED? Bubba Burger will be the primary sponsor for the No. 47 Toyota Camry driven by Bobby Labonte for the NASCAR Sprint Cup Pocono 400 at Pocono Raceway on June 10 and the Geico 400 at Chicagoland Speedway on Sept. 16. The company will be an associate sponsor for the car for the remaining Sprint Cup races this season (Bubba Burger).

TIMING IS EVERYTHING: Red Bull Racing announced a two-year extension to its existing deal with Casio for the team’s F1 cars. The Japanese watch manufacturer will now become the team’s official timing partner. The RB8 will feature the Casio logo on its nose as part of the new agreement, along with increased overall visibility as the Casio logo will appear on the '12 team uniform and in all partner listing areas (Red Bull Racing).