Mars announced that it has signed new multi-year deals with Joe Gibbs Racing (JGR) and National Association for Stock Car Auto Racing, Inc. (NASCAR), further anchoring its presence in the sport. The new agreement with JGR will extend the winning partnership that has brought the No. 18 M&M’s Toyota to victory lane 20 times since 2008 and continue with the popular M&M’s brand as the primary paint scheme in the NASCAR Sprint Cup Series.
The renewed contract with the sanctioning body will designate Mars as the Official Chocolate of NASCAR. Mars will continue to leverage its Official status to ensure its various chocolate brands remain a race day staple for millions of racing fans.
“Mars and its iconic brands have been part of NASCAR for decades, and we’re excited to keep that winning tradition going,” said Roy Benin, Chief Consumer Officer at Mars Chocolate North America. “As the sport has grown throughout the years, so has our involvement in it and we’re incredibly proud of the strong partnership we’ve forged with Joe Gibbs Racing and the league.”
“From connecting with fans to engaging our retail partners and creating passion among our associates, our alliances with Joe Gibbs Racing and NASCAR are tremendously successful,” explained William Clements, Vice President Sponsorships and Sports Marketing at Mars Chocolate North America. “We’re thrilled to extend our partnerships and look forward to celebrating more wins both on and off the track.”
“Mars has been a big part of the Joe Gibbs Racing family and we’re excited to continue what has become a winning relationship,” added Joe Gibbs, owner of Joe Gibbs Racing. “Mars has been such an important partner to us throughout the past six plus seasons, and to have them continue their support inspires us as a team to work even harder every day. Everyone at JGR is committed to ensuring they experience the type of success on and off the track deserving of such a great company.”
“Being the M&M’s driver and representing Mars on and off the track has been one of the proudest accomplishments in my racing career,” said Kyle Busch, driver of the No. M&M’s 18 Toyota for JGR. “This is great news for everyone at Joe Gibbs Racing and our fans, but also shows how dedicated Mars is to our sport. With this news, any trip to Victory Lane will be even sweeter.”
“Mars is one of the most recognizable brands in NASCAR and is among the best-in-class marketers in all of sports,” said Brent Dewar, NASCAR Chief Operating Officer. “More than two decades after entering NASCAR, Mars continues to help make race day more fun and we couldn’t be more proud to see the company continue to re-invest in our sport.”