CONCORD, N.C. -- Roush Fenway Racing announced Tuesday that Diageo, parent company of Crown Royal, has renewed its multi-year sponsorship. Crown Royal will serve as the primary sponsor for Matt Kenseth and the No. 17 Cup Series team for 18 Cup events in 2010.

"I'm excited about teaming up with Crown Royal," said Kenseth, one of only five drivers in NASCAR history to win the Cup rookie of the year award, a Cup championship and the Daytona 500.

"I worked with Diageo's Smirnoff ICE brand back in 2003 and we developed a great relationship. They were a part of our championship season and we were able to take part in a lot of really cool promotions and events to promote messages associated with responsible drinking. I'm really looking forward to representing Crown Royal and continuing that great work."

"It's a pleasure to welcome a champion like Matt back as our partner," said Dan Sanborn, senior director of corporate relations for Diageo. "Through our earlier relationship with Matt in 2003, and as the Crown Royal IROC champion in 2004, we have experienced great success together over the years. We look forward to extending that relationship and having Matt represent one of our biggest brands both on-and-off the track."

Diageo has been a partner of Roush Fenway Racing dating back to 2003 where Kenseth was first paired with the Smirnoff Ice Brand. In 2005, Crown Royal entered the sport as sponsor of the No. 97 team and in 2006 became sponsor of Jamie McMurray and the No. 26 team.

"We will miss Jamie [McMurray] as he has been an amazing partner both on and off the track taking our 'Be a champion. Drink Responsibly,' campaign to new heights. We were lucky to have him as part of our team and whatever sponsor aligns with him will have a great person working on their behalf. We wish him well," Sanborn said.

"We are pleased that we found a suitable home within Roush Fenway Racing for one of the greatest brands in the world," said Roush Fenway Racing president Geoff Smith.

"With the conclusion of the contract arrangement with Crown Royal, Roush Fenway Racing's Cup driver lineup will see Greg Biffle, Carl Edwards and David Ragan joining Kenseth to round out our four approved entries. We are still hoping to be able to transfer the No. 26 team, intact, to Yates Racing in order to keep everyone employed and racing within the Ford community."