News & Media

NASCAR, SHR continue relationship with Kraft

October 25, 2011, Official Release,

DAYTONA BEACH, Fla. -- NASCAR, Stewart-Haas Racing and Kraft Foods Tuesday jointly announced an extended agreement for Kraft Foods to continue as the Official Cookie (Oreo, Nilla and Nutter Butter) and Cracker (Ritz and Wheat Thins) of NASCAR, and that the iconic Oreo and Ritz brands would continue to serve as associate sponsors of SHR teammates Tony Stewart and Ryan Newman in the Sprint Cup Series.

Kraft Foods, an official NASCAR partner since 2000, will continue its long tradition of creating NASCAR-themed, specially-marked packages of Oreo cookies and Ritz crackers for a national consumer sweepstakes. For the first time in 2012, Ritz will host a national digital and social media sweepstakes on its Facebook page where a fan will have the chance to win a prize package to go to the 2012 Sprint Cup Series awards ceremony.

As part of its NASCAR partnership, Kraft Foods will participate in upcoming NASCAR-themed retail programs. In 2011, Kraft Foods was a supporter of NASCAR's partnership with Dollar General and the Dollar General "Race in to Win" sweepstakes.

"Kraft Foods has been a valued NASCAR partner for more than a decade, and thanks to powerful marketing programs from brands recognized by millions of NASCAR fans -- such as Nilla and Ritz -- they've helped our sport grow," said Jim O'Connell, chief sales officer for NASCAR.

"We're obviously very proud to have Oreo and Ritz on our race cars and grateful for Kraft Foods' support of Stewart-Haas Racing," said Tony Stewart, co-owner of Stewart-Haas Racing. "Kraft Foods' partnership with Stewart-Haas Racing goes beyond the race track, as their activation has helped raise the profile of our race team and NASCAR. Our success on the track is made possible by all of our partners, and Kraft Foods is no exception."