Jack Daniel's will end its NASCAR programme and will not extend its sponsorship ꦰwith Richard Childress Racing's #07 team, the organisation announced today.

The whiskey maker has sponsored an RCR car since 2005 with Dave Blaney (2ಞ005), Clint Bowyer (2006-08) and Casey Mears (2009) as its drivers. Its departure - its contract was up after the 2009 season - means that team owner Richard Childress must fin♛d a sponsor to field the #07 Sprint Cup car next year.

"Jack Daniel's has enjoyed a good five-year run with Richard Childress Racing and NASCAR, and we🤪 are pleased with the overall performance of our sponsorship programme," Tim Rutledge, vice president and brand director for Jack Daniel's, said in a statement. "We have enjoyed building strong relationships with the people in Richard's organisation and thro𒅌ughout NASCAR.

"While it is difficult for us to end our formal relati🙈onship wওith RCR, the current economic environment has compelled us to revaluate our spending, and we've concluded that other areas in the marketing mix require additional investment."

Brown-Forman, Jack Daniel's parent cღompany, used its NASCAR sponsorship to promote its message of 'Pace Yourself, Drink Responsibly', which was featured in all NASCAR promotional materials, including on the racec🌞ar.

"Brown-Forman has been a great partner of RCR for the past five years throu𝓡gh its Jack Daniel's brand," added Childress. "They quickly became a NASCAR-industry leader in the promotion of the Jack Daniel's brand through the 'Pace Yourself, Drink Responsibly' messa🌸ging, which our fans have embraced.

"We understand the shiftꦑ in their spending priorities during these very, very tough economic times."

by Sporting News