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NASCAR Business: M&M/Mars forms promotional partnership with NASCAR

16 January 2000

Posted By Terry Callahan
Motorsports Editor, The Auto Channel
HACKETTSTOWN, N.J. - M&M/MARS announced today it has formed a promotional partnership with NASCAR and "M&M's" Chocolate Candies to become "M&M's" The Chocolate Of NASCAR Fans.

M&M/MARS is entering its fourth year as a primary sponsor in NASCAR Winston Cup Series racing. The company debuted its SKITTLES colors in 1997 as primary sponsor of the No. 36 Pontiac owned by MB2 Motorsports. "M&M's" Chocolate Candies, the No. 1 candy brand in the world, took over the title sponsorship during the 1999 season.

"With our continued involvement and commitment to NASCAR, becoming "M&M's" The Chocolate of NASCAR Fans was a natural progression," said Tim Quinn, M&M/MARS Director of Sponsorships. "The association between NASCAR and the "M&M's" Brand is a natural one because NASCAR has seen tremendous results as the fastest growing spectator sport in the world and "M&M's" is the number one candy brand in the world.

"We wanted to include NASCAR fans in our partnership because they are such an important part of the sport and are extremely supportive of the "M&M's" Racing Team. We also have three of the biggest NASCAR fans on our car every weekend...the "M&M's" Characters. Red, Yellow and Blue love being a part of NASCAR."

"M&M/MARS is a great addition to our team of promotional partners and we are proud to facilitate the increase in its NASCAR involvement, especially since M&M/MARS already means so much to the sport," said Brett Yormark, Managing Director of Corporate Marketing for NASCAR. "With this partnership, M&M/MARS investment in NASCAR comes full circle now becoming "The Chocolate of NASCAR Fans."

The announcement of "M&M's" The Chocolate of NASCAR Fans comes as the "M&M's" Racing team is gearing up for the 2000 NASCAR Winston Cup season. The team has undergone several changes this year, including a new driver. Ken Schrader will become the "M&M's" driver of the No. 36 Pontiac and Sammy Johns will lead the team as crew chief.

"I am ready to go to Daytona and get started with the "M&M's" Racing Team," Schrader said. "Being with a new team is a lot like getting a big bag of "M&M's" because you can't wait to open it up and take the first bite. Everyone, including me, is excited about this year.

"Sammy and the guys have been working around the clock to make sure everything is set for the upcoming tests, but also getting adjusted to each other. Sammy and I have been together for a year, but we are still relatively new to everyone else on the team. But come Daytona, we will have all the kinks worked out and ready to win."

NASCAR's New York City-based corporate marketing team is designed to direct NASCAR's national sponsorship sales efforts and to facilitate opportunities for drivers, teams and tracks. In a Street & Smith's Sports Business Journal survey, decision-makers at major corporations that invest heavily in sports ranked NASCAR #1 in 18 of 20 sponsorship categories.

MB2 Motorsports, owned by Read Morton, Nelson Bowers and Tom Beard, was formed in 1996 and entered the Winston Cup arena full-time in 1997. The team's primary sponsor is "M&M's" Chocolate Candies with associate sponsorship from Call-N-Carry.

"M&M's" Chocolate Candies are a registered trademark of Mars, Incorporated. M&M/MARS, a division of Mars, Incorporated, manufactures and distributes a variety of high quality snack foods.

Editors Note: To view hundreds of hot racing photos and art, visit The Racing Photo Museum and the Visions of Speed Art Gallery.