Joe Gibbs Racing will lose Dollar General as a sponsor, leaving the team with 30 races to fill for driver Matt Kenseth beginning next season.
Dollar General has no plans to sponsor another team or be part of NASCAR.
"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.
Dollar General had steadily increased its sponsorship of the No. 20 car as previous sponsor Home Depot gradually reduced its spending before ultimately leaving the sport after the 2014 season. Dollar General sponsored 17 races at JGR in 2013, 27 in 2014 and 30 in each of the past two seasons. Former Dollar General Chief Executive Officer Rick Dreiling, who retired from that position in May 2015, was a big supporter of the racing program.
Kenseth, the 2003 Sprint Cup champion, is 12th in the Sprint Cup standings. He finished second in the standings in 2013 in his first year at JGR and seventh in 2014. He was 15th in 2015 but won five races before being eliminated from Chase for the Sprint Cup contention and then being suspended for two races for retaliating against Joey Logano in November.
The cost of sponsorships can vary from organization to organization and can often depend on the driver. The National Guard was spending $32 million to sponsor Hendrick Motorsports driver Dale Earnhardt Jr. for 20 races plus advertising and promotional events associated with the sponsorship when it ended the program after 2014. With Earnhardt being the sport's most popular driver, that would be considered on the high end of the spectrum.