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CHARLOTTE -- NASCAR driver Matt Kenseth unveiled his car's new look for the upcoming All Star Race Monday. Fifth Third Bank will serve as the title sponsor for this weekend's event and three other races throughout the year.

The partnership is the first of a multi-year marketing agreement between Fifth Third and Kenseth car owner Roush Fenway Racing.

"Fifth Third is a very innovative and well respected financial institution," said Jack Roush, the owner and founder of Roush Fenway Racing. "They are very active through the business community and the personal lives of people, and also through the racing community as well."

Fifth Third Bank will be the title sponsor for Kenseth on four races next year as well.