In the midst of a year-long celebration of the 75th anniversary of the iconic M&M’S® Brand, NASCAR, and Mars Chocolate North America announced today a renewed agreement that will extend their Official Partnership through 2019. As part of the renewed relationship, Mars Chocolate will continue its designation as the Official Chocolate of NASCAR®, ensuring its various brands remain a race day staple for millions of fans.
Since entering NASCAR as a team sponsor more than 25 years ago, Mars Chocolate has steadily increased its level of participation in the sport. In 2000, the company expanded its sponsorship by becoming the “Official Chocolate of NASCAR,” emphasizing to fans its dedication to the sport. In the spirit of thanking its loyal NASCAR fans, M&M’S will celebrate race fans during Richmond International Raceway’s inaugural Fan Appreciation Weekend. To help honor its 75th Anniversary, the brand will roll out the red carpet and give fans a VIP welcome at the Front Stretch Gate on Saturday.
“Our association with NASCAR has proven to be a true win-win partnership and we’re excited to continue the relationship for the next several years,” explained William Clements, vice president, sponsorships and sports marketing, Mars Chocolate North America. “From helping M&M’S celebrate their 75th anniversary to energizing the thousands of Mars Chocolate Associates coast to coast, NASCAR is the perfect platform to fuel our business.”
With more than 15 consecutive years of Official Partnership and a historic championship run as the primary sponsor of the No. 18 M&M’S Toyota last season, Mars Chocolate is undoubtedly one of the most recognizable brands in the sport. Mars Chocolate continues to execute a fully integrated strategy that includes advertising, event marketing, social media, business to business, and associate engagement.
“Mars Chocolate has delivered creative and engaging activation that our brand loyal fans have embraced throughout the past 15 years,” said Steve Phelps, executive vice president and chief global sales and marketing officer, NASCAR. “As the Official Chocolate of NASCAR, Mars Chocolate has made race day more enjoyable for millions of fans and we are proud to continue our successful partnership.”
As the Official Chocolate of NASCAR, Mars Chocolate encourages fans to “Celebrate Race Day with M.” The campaign reminds fans to include irresistible and colorful chocolate in their race day rituals. Many of Mars’ most iconic brands belong to the category, including M&M’S®, and SNICKERS®. Additionally, Mars/Wrigley and Petcare iconic brands are also included, such as SKITTLES® and PEDIGREE®.