Mars North America announces that it will extend its contract as official NASCAR partner. The multi-year sponsorship commitment allows multiple Mars brands to connect with racing fans and includes four designations:Official Chocolate of NASCAR (M&M’S(R) Brand)
Official Chocolate Bar of NASCAR (SNICKERS(R) Brand)
Official Cheese-Filled Snack of NASCAR (COMBOS(R) Brand)
Official Pet Food of NASCAR (PEDIGREE(R) Brand)

“The relationship between Mars and NASCAR is a win-win,” said Suzanne Beaudoin, vice president, Sponsorships and Sports Marketing, Mars North America. “Mars wants to be part of every race experience. Being an official NASCAR partner illustrates our dedication to the fans, our drivers and the sport, while driving brand affinity and excitement for our brands.” The multi-year partnership aligns Mars with its existing contracts with Joe Gibbs Racing. For 2009, Mars will continue to develop programs that build relationships directly with NASCAR fans, including:

M&M’S “The Most Colorful Fan of NASCAR Contest” will launch at the Daytona 500 and run for 24 weeks.

Mars’ COMBOS Brand will also leverage its NASCAR sponsorship with the new “Man Zone” on-pack promotion, visiting ten race tracks during the 2009 NASCAR Sprint Cup Series.

SNICKERS Brand will promote its sponsorship at retail stores nationwide.

All trademarks acknowledged. http://www.mms.com/us/racing