Earlier this year, while trying to avoid a crash at Road America, NASCAR Xfinity driver Josh Bilicki ran into an on-track sign advertising the Sargento cheese brand. The incident, which quickly became a meme, now means that Bilicki is making some real cheddar.

Sargento is a Wisconsin-based cheese maker, so it makes sense that it was advertising at the race, which takes place in Elkhart Lake, Wisconsin. Coincidentally, Bilicki was born in the state, too.

“When we saw our sign on the front of [Bilicki’s] car, we had the same reaction as many others,” said Louie Gentine, the big cheese at Sargento. “We like to have fun, so we’re excited to partner with the Wisconsin native for this upcoming race [at Watkins Glen].”

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Indeed, the company knew a good thing when it saw it, and the driver has now been officially sponsored by Sargento. The brand will be the primary advertiser on his car when NASCAR heads to Watkins Glen on August 21.

At that race, Bilicki’s Chevrolet race car will be covered in a black and yellow livery featuring Sargento’s logo and polka dots that simulate the holes in cheese. The driver splits his time between driving the Number 45 car, in which he’ll race at Watkins Glen, and the Number 44 car, in which the incident occurred, in the Xfinity Series.

“I am excited for this opportunity to partner with Sargento at Watkins Glen Raceway this August,” said Bilicki. “As a native Wisconsinite, I have enjoyed Sargento products for many years. I am a true believer that everything happens for a reason, including my recent run in with the Sargento sign. I am thankful to be welcomed into the Sargento family and to represent a Wisconsin-based company in my upcoming race.”