North American stock car racing organisation Nascar has agreed a multi-year extension of its longstanding partnership with confectionery brand Mars.
The deal will see Mars retain its designation as the official chocolate of Nascar, with the company’s products to continue to feature at the motorsport series’ events.
Mars will also continue to utilise the partnership as a way to debut new products, while it also plans to activate the deal through digital and social marketing, hospitality, race entitlement and team relationships.
William Clements, vice president of sponsorships and sports marketing at Mars, said: “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 agreement will take the relationship between the two parties beyond 20 years. Mars, which became an official partner of Nascar in 2000, also renewed its partnership with the Joe Gibbs Racing team earlier this year.
“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,” added Lou Garate, Nascar’s senior vice president of partnership marketing. “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 favourite for millions of our brand loyal fans.”