For the first time in 40 years, Upstate New York’s Genesee will be the official beer of auto racing at Watkins Glen International racetrack.
The multi-year sponsorship announced today unites two of Upstate New York’s iconic names. It means Genesee will be a major sponsor for the upcoming racing season at Watkins Glen, which runs from April to September. It will also help underwrite a free concert series at the track this year.
The Genesee Beer logo will appear throughout the racetrack, including on the pace car used for the races and on a giant “beer” tank — actually a water tank on the track grounds that holds 2.5 million ounces. And, of course, Genesee Beer will be available throughout the track. There will be many other opportunities for cross-promotions of the beer and the track, including what are billed as “hundreds of fan experiences.”
Genesee’s deal with Watkins Glen International is the brewery’s first major sponsorship of any kind in more than 10 years. It comes less than a year after the brewery on St. Paul Street, New York state’s oldest, unveiled a $48 million renovation and modernization project.