Chain nabs naming rights, more.

The Grand Ole Opry has signed the Cracker Barrel Old Country Store restaurant chain as the first presenting sponsor in the Nashville show's 79-year history.

Cracker Barrel has been a show sponsor for nearly 30 years, but it is now stepping up its involvement to include naming rights. The show is now known as "The Grand Ole Opry presented by Cracker Barrel Old Country Store."

The multi-year deal is effective immediately. Financial terms were not disclosed.

For its money, Cracker Barrel gets promotional mentions on the syndicated radio show "America's Grand Ole Opry Weekend" and the television show "Grand Ole Opry Live," which is telecast on the Great American Country cable network in the United States and on CMT Canada. The restaurant chain also gets three, 60-second spots during its sponsored segment on Opry broadcasts, and presenting- sponsor mentions on Sirius Satellite Radio and WSM-AM Nashville, which air the Opry.

Also included in the deal are online identifications, banner ads and links on the Opry Web site, as well as on the Opry streaming audio Webcast on wsmonline.com.

Additionally, the deal calls for Cracker Barrel to get presenting sponsor identification in Opry show programs and tickets, as well as daily mentions on a new video screen located on top of a 70-foot sign outside the Opry House in Nashville. Other signage in and around the Opry House is also included.

Cracker Barrel has more than 500 outlets in 41 states.