The Genesee Brewery has become the official beer of Watkins Glen International, as part of a multi-year sponsorship agreement.
The brewery and racetrack announced the sponsorship Monday morning.
Along with typical sponsorship perks, Watkins Glen will add a Genesee Beer branded pace car and the Genesee label will be on “New York’s largest beer can” at the track.
Genesee will also host a free weekly concert series during the summer as part of the deal.
“We are going to have six free concerts at the Glen, all promoting the Genny brands,” said Michael Printup, Watkins Glen International president.
Genesee has previously been a sponsor for the Glen for Grand Prix races in the 50s and 70s among other partnerships.
“We couldn’t be happier to once again sponsor one of our favorite places,” said Janine Schoos, Genesee Beer brand director. “Genesee has been part of the Glen before the track was even built. Back over 50 years ago, fans lined the streets, with Genesee six packs in hand, to watch the races through town.”
Brewery leaders say the sponsorship will help introduce Genny to new people.