By AMANDA VINCENT
Dollar General will get out of NASCAR at the end of the 2016 season after serving as primary sponsor on the No. 20 Joe Gibbs Racing Toyota of driver Matt Kenseth in the NASCAR Sprint Cup Series. The discount retailer will honor its commitment to be the primary sponsor on the No. 20 for a total of 30 races this year by season’s end. Dollar General also was primary sponsor on the No. 20 for 30 races in 2015, bumping up its sponsorship of the team upon the departure of longtime sponsor, The Home Depot.
“Our strategy to reallocate our future marketing assets into new programs is strictly a business decision to align our priorities to better serve our customer in this rapidly changing retail environment,” a statement from Dollar General said.
Prior to upping its backing of the No. 20 car to 30 races per season for 2015 and 2016, Dollar General was primary sponsor on the No. 20 for 27 races in 2014 and 17 races the year before that. According to a report from ESPN, former Dollar General CEO Rick Dreiling was a “big supporter of the racing program,” but he retired from his position in May of last year.
According to USA Today, Joe Gibbs Racing spokesman Chris Helein suggested that a sponsnorship announcement to replace Dollar General on the No. 20 for 2017 is expected this summer.
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