Dollar General will cease to be the primary sponsor for Joe Gibbs Racing and driver Matt Kenseth in the NASCAR Sprint Cup Series, according to published reports.
"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," the company said in a statement to ESPN.
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According to the ESPN report, Dollar General has sponsored 30 races in each of the past two seasons with the 2003 Cup champion.