Doublemint Included In Mars' Sponsorship Of Busch Next Year

By Michael Smith, Staff Writer, SportsBusiness Journal

Mars, which acquired Wrigley for $23B last year, will begin incorporating the Doublemint gum brand into its sponsorship on Kyle Busch's No. 18 Sprint Cup Toyota in '10. M&M's will remain the primary brand on Busch's car at Joe Gibbs Racing for 23 races, and it will be joined by Mars brands Snickers (two races) and Pedigree (three races) in addition to Doublemint (two races). Mars has the No. 18 car for 30 of the 36 Sprint Cup events. Interstate Batteries is expected to be back for the other six. The other Mars brand that has been on Busch's car in the past, Combos, will move over to the Nationwide Series to sponsor Busch's car for three races next year. Wrigley previously sponsored Juan Pablo Montoya at Earnhardt Ganassi Racing before pulling back earlier this year.

Logano To Sport An "Our House: Party!" Paint Scheme For October 3 Nationwide Race

AIN'T NO PARTY LIKE A HOUSE PARTY: A new Wii game, "Our House: Party!" is launching with the help of Joey Logano's No. 20 Toyota in the NASCAR Nationwide Series race at Kansas Speedway on October 3. Logano's car, normally sponsored by GameStop, will feature an "Our House: Party!" paint scheme as part of a promotion to drive awareness for the game. Majesco Entertainment is the videogame provider and it is working with GameStop, a videogame retailer, and The Home Depot, another Logano sponsor at Joe Gibbs Racing. The Home Depot has branded content throughout the new house-renovating, do-it-yourself game. Each new game sold by GameStop will include a mystery gift card for The Home Depot in amounts ranging from $1 to $1,000. "Our House: Party!" hits stores this week and retails for $39.99.