If you'd grown accustomed to referring to the United SportsCar Championship as the Tudor series, you're going to have to get used to a new name. The American endurance racing series is switching title sponsors, and with it will now be officially known as the IMSA WeatherTech SportsCar Championship. The Tudor watch brand, owned by Rolex (which still sponsors the headline 24 Hours at Daytona), will now serve as the "Official Timepiece of IMSA," but will no longer be the series' title sponsor.

You'll likely recognize the name WeatherTech for its custom automobile floor liners and other car accessories. The Illinois-based company advertises extensively, particularly with multi-page spreads in automotive publications and with commercials during the last two Super Bowl broadcasts. The company is run by one David MacNeil, who drove to the podium at Sebring back in 1999, and whose son Cooper has been competing in the series for the past six years.

The championship was formed late in 2012 and kicked off just last year as a result of a merger between Grand-Am Road Racing and the International Motor Sports Association (IMSA). It brought together the American Le Mans Series and the Rolex Sports Car Series, and includes both GT and prototype racers. The series competes on tracks almost exclusively in the United States – with one race at the Canadian Tire Motorsport Park (aka Mosport) in Ontario, Canada. Highlights of the calendar include the Rolex 24 at Daytona, the Twelve Hours of Sebring, and the Petit Le Mans (held at Road Atlanta).

The announcement was made this weekend during the Continental Tire Road Race Showcase at Road America in Elkhart Lake, WI, and will take effect at the end of January when next year's championship kicks off at Daytona.


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