SBD/March 18, 2011/Marketing and Sponsorship

M&M's Signs Contract Extension With Joe Gibbs Racing, Kyle Busch

Mars maintains its presence in
NASCAR with JGR extension
Mars Inc. Thursday announced a multiyear extension of its partnership with Joe Gibbs Racing. The centerpiece of the partnership will continue to be the M&M's brand as the primary paint scheme on JGR's No. 18 Sprint Cup Series Toyota driven by Kyle Busch (Mars Inc.). SCENEDAILY.com's Bob Pockrass noted M&M's joined JGR and Busch in '08. The length of the deal was not announced. Busch and JGR announced a "multiyear extension of their contract in 2010" (SCENEDAILY.com, 3/17). Mars Chief Consumer Officer Debra Sandler said that it was a "pretty easy" decision to renew the sponsorship. Sandler: "This is a winning team. You look at coach Gibbs and you see his track record for winning, this man knows how to win. ... Kyle, we think, is one of the best racers in the sport today so we're very, very happy." JGR Owner Joe Gibbs noted the deal is a "marketing tool besides being a -- hopefully -- winning team for them." Gibbs said the "best way to measure a racer's popularity in our sport is apparel sales," and noted Busch ranks "fifth" among drivers in that category. Gibbs: "He's top five as far as apparel sales in our sport and over the last year-and-a-half he has been the fastest in acquiring new fans" (Fox Business, 3/17).

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