Watkins Glen has a unique feel in that it's one of only two road courses on the Sprint Cup circuit, but next week's race will not have a title sponsor.

Heluva Good! decided in February not to renew its contract and a late deal fell apart, according to the Elmira Star-Gazette. The 27th Sprint Cup race at the course will be called the Finger Lakes 355 at The Glen. The 355 represents the number of kilometers in the 90-lap race.

"We got really disappointing news just last week," WGI President Michael Printup told the paper. "We had been working for about three months with a pretty high level brand inside of America and we were notified last week they couldn’t put together a complete package, which we assume means a package within The Glen and a package within TV. Both of those are very important to consider as markets."

Title sponsorships provide between $500,000 and $2 million, depending on the race, according to Printup.

"Now we have a year and the sales team has all been on the phone the last 24 hours looking at other future customers," Printup said.