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STAMFORD, CONN. Diageo’s Crown Royal whiskey will be the first brand to take advantage of a new Nascar policy that allows hard-liquor sponsors next season by signing a deal last week with Nextel Cup series champion Kurt Busch.
The policy, however, stipulates that at least 20 percent of racing-themed ads must contain “responsible drinking” messages.
“Our association with this world-class racing team gives Diageo the opportunity to connect with millions of adult Nascar fans, and reminds them about the importance of responsible drinking.
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