Since 1991, the Rolex Watch Co. is the title sponsor of the race under a naming rights arrangement, replacing "Sunbank" (now SunTrust) which in turn replaced Pepsi in 1984.
С 1991 года Rolex Watch Co. стала титульным спонсором гонки, сменив Sunbank (ныне SunTrust), который в свою очередь сменил Pepsi в 1984.