Mars signs multi-year deals with JGR, NASCAR
August 13, 2014, Staff report, NASCAR.com
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Mars announced Wednesday that it has signed multi-year deals to continue its winning partnership with Joe Gibbs Racing and NASCAR. Kyle Busch will stay in the No. 18 M&M's Toyota Camry, which he has piloted to 20 wins since he and the sponsor joined JGR in 2008.
"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," Busch said.
As a team sponsor and the Official Chocolate of NASCAR, Mars has seen a 4-to-1 return on its investment in the sport, according to a 2012 study. Beginning in 1990 as a team sponsor, the company's investment has grown to primary sponsorship on Ernie Irvan's No. 36 car in 1999 and official partner status with NASCAR in 2006.
"Mars is one of the most recognizable brands in NASCAR and is among the best-in-class marketers in all of sports," NASCAR Chief Operating Officer Brent Dewar said. "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."
In 2004, M&M's earned its first victory as a primary sponsor with another driver currently in JGR's NASCAR Nationwide Series stable, Elliott Sadler, with a victory in a Daytona 500 qualifying race. Sadler earned the first points win for the sponsor in April of that year at Texas Motor Speedway.
Ten years later, Busch has M&M's in contention for its fifth Chase for the NASCAR Sprint Cup in seven seasons. A win this Sunday at Michigan International Speedway (1 p.m. ET, ESPN) would lock him into the Chase Grid.
"This is great news for everyone at Joe Gibbs Racing and our fans, but also shows how dedicated Mars is to our sport," Busch said. "With this news, any trip to Victory Lane will be even sweeter."
For a complete timeline of M&M's involvement in NASCAR, visit the M&M's Racing page on Facebook at www.Facebook.com/MMSRacing. Social media has been an important touchpoint as it aligns its colorful, fun, engaging, family and sharing message with NASCAR, which has the same attributes.
"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," Vice President Sponsorships and Sports Marketing at Mars Chocolate North America William Clements said. "We're thrilled to extend our partnerships and look forward to celebrating more wins both on and off the track."
Founded in 1911 by Frank C. Mars in his Tacoma, Washington kitchen, his son, Forrest E. Mars Sr., laid the foundation for Mars, Incorporated by creating a "mutuality of benefits for all stakeholders." Like Mars, JGR was born as a family business that will continue to benefit from its relationship with the company.
"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."
Check out some of the special Mars paint schemes that Kyle Busch and JGR have run this year: