SBD/August 13, 2014/Marketing and Sponsorship

I Want Candy: Mars Staying With JGR, Kyle Busch After Signing Multiyear Extension

M&M's has sponsored Busch since his move from Hendrick to JGR in '08
Mars has signed a "multiyear contract extension to remain at Joe Gibbs Racing as sponsor" of Kyle Busch's No. 18 Sprint Cup Series Toyota, according to Bob Pockrass of SPORTING NEWS. M&M's has sponsored Busch "since his move from Hendrick to Joe Gibbs Racing" in '08, winning 20 Sprint Cup races together. Mars today also announced it has "renewed its sponsorship deal as the 'official chocolate' of NASCAR" (SPORTINGNEWS.com, 8/13). NBCSPORTS.com's Tony DiZinno notes Mars "entered NASCAR as a team sponsor in 1990 and stepped up to primary sponsorship beginning in 1999 with Ernie Irvan." The move to re-up with JGR comes amid wide speculation that Mars would be the primary sponsor of a "potential new fourth entry for Carl Edwards" (NBCSPORTS.com, 8/13). YAHOO SPORTS' Nick Bromberg writes one theory was if Mars moved to Edwards, Monster, which sponsors Busch's Nationwide Series entry, would end up "moving up to sponsor Busch" in the Cup Series. That scenario always had a "couple of interesting issues anyway." One issue is the fact that Edwards, a "workout freak," would be "sponsored by Subway and would be pitching chocolate" (SPORTS.YAHOO.com, 8/13).
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