Track officials say the dips and cheeses company Heluva Good! will sponsor the Aug. 9 event. It will be titled the Heluva Good! Sour Cream Dips at The Glen.
Heluva Good! is headquartered in Sodus, N.Y., about an hour drive north of the track. Company officials say they wanted to promote an event in the area.
Scott Blake, senior vice president of operations for Heluva Good!, says the deal is for one year and will be evaluated at the end of the season. Terms were not released, but the value of a Sprint Cup title sponsorship can exceed $1 million.
Track officials also say ticket prices are being reduced for grandstand seats.