<P> Jim Murray's "Whisky Bible" named Crown Royal's Northern Harvest Rye as the World Whisky of the Year for 2016 . </P> <P> Crown Royal advertises in motor sports, horse shows, and horse racing . It sponsored the No. 17 Ford Fusion of Matt Kenseth from 2010 - 2011, the No. 26 Ford Fusion of Jamie McMurray from 2006 - 2009, and has sponsored NASCAR Sprint Cup Series races since 2006 . From 2004 until 2006, Crown Royal was the title sponsor of the International Race of Champions . </P> <P> Crown Royal is a sponsor of the Grand American Road Racing Association's Rolex Sports Car Series . In 2010, it also began sponsoring the #60 Daytona Prototype car of Michael Shank Racing in the Rolex Sports Car Series . </P> <P> The brand was a primary sponsor of the Washington International Horse Show for several years in the 1990s and since 1995 has sponsored the Crown Royal American Turf Stakes, a Thoroughbred horse race run annually at Churchill Downs . </P>

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