Confectionery giant Mars has signed a fresh deal to sponsor the NASCAR motor sport season in the US.
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The company said yesterday (11 February) that it would continue to market its M&M’s brand during the season’s events, including at the Daytona International Speedway and Homestead-Miami Speedway.
“Obviously, International Speedway Corporation has an amazing portfolio of facilities and brands, which is why we’re honoured to partner with them,” said Suzanne Beaudoin, vice president, sponsorships and sports marketing at Mars North America.
Daryl Wolfe, vice president and chief marketing officer at ISC, which owns and manages the NASCAR race tracks, added: “This agreement further demonstrates the significant value our properties and assets provide to companies looking to reach fans and grow their brands.”
Financial details were not disclosed.
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