NASCAR has announced a multi year extension to its longstanding partnership with Mars.
Since the partnership’s formation almost 30 years ago, Mars has steadily increased its presence and involvement in the sport. With it now utilising its position as the “Official Chocolate of NASCAR” to build comprehensive marketing strategies, as well as leveraging the sport as a backdrop to debut new products.
William Clements vice president, sponsorships and sports marketing at Mars, Incorporated commented: “We are thrilled to be continuing our partnership with NASCAR – a relationship we have been proud of for over 20 years. This partnership allows us to seamlessly integrate our iconic brands into the sport like no other league, and the innovative fan experiences we are able to bring to race day help to create lasting memories for fans of our brands and fans of the sport alike.”
The renewed agreement with Mars furthers the brand’s comprehensive approach to NASCAR through its Official Partnership, combining digital and social marketing, hospitality, race entitlement, and team relationships to achieve its marketing objectives. Earlier this year, Mars announced an extension of its relationship with Joe Gibbs Racing and 2015 Monster Energy NASCAR Cup Series Champion Kyle Busch in a multi-year agreement.
Lou Garate, SVP NASCAR added: “Mars’ has been connected to so many memorable moments in our history and its wide-ranging presence across our sport has resulted in its brands being some of the most recognisable in NASCAR. This renewed partnership is representative of the collaboration and fully integrated approach that Mars delivers year-after-year, positioning their iconic brands as a race day favorite for millions of our brand loyal fans.”