The United SportsCar Racing series continues to take shape, with a title sponsor stepping on board for the next five years.

The International Motor Sports Association (IMSA) announced the partnership today.

The series will now be known as the TUDOR United SportsCar Championship. TUDOR is a brand under the Rolex group, and has been since 1946.

“The 2014 season will feature the rebirth and revitalization of sports car racing in North America, and therefore it’s the ideal time to introduce a premium watch brand like TUDOR to our U.S. fans and partners as we as further solidify our relations with the international motorsports community,” said IMSA CEO Ed Bennett.

“This is a natural progression of the fantastic relationship we’ve cherished for decades with our partners at Rolex.”

“For years TUDOR has been inspired by motorsports,” said TUDOR Brand Manager Russell Kelly. “This new partnership between TUDOR and IMSA allows us to elevate our commitment to sports car racing. This is the perfect alignment between partners dedicated to performance and precision.”

TUDOR has been involved in motorsports since 2009, and has had partnerships with Porsche Motorsports, Ducati and the FIA World Endurance Championship.

“Not only do TUDOR’s brand attributes of performance, prestige and elegance align with the nature and character of endurance sports car racing, but clearly, we are the only form of motorsport in which the race length is determined by time, not distance,” said IMSA President Scott Atherton. “Based on our mutual strengths, a watch and timing partner is a superb match for our series. We’re pleased that TUDOR recognizes that our passionate fans are absolutely the right clientele for them.”