HACKETTSTOWN, N.J. – Mars has signed new multi-year agreements with Joe Gibbs Racing and NASCAR, entrenching the brand’s presence in the sport for the long-term future.
The agreement with JGR will extend the winning partnership that has brought Kyle Busch’s 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 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 Busch. “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.”