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Volume 25 No. 4
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How The Cookie Crumbles: Mondelez Quietly Does Not Renew NASCAR Sponsorship

NASCAR is in the hunt for a new official cookie and cracker sponsor, as Mondelez quietly let its pact with the sanctioning body expire after ’16, according to sources. Illinois-based Mondelez is made up of the former Kraft Foods, whose deal with NASCAR began in ’00. Mondelez last renewed with NASCAR in a three-year pact that started in ’14. Mondelez held the official cookies title with its Oreo, Nilla Wafers and Nutter Butter brands, and was the official cracker of NASCAR with its Ritz and Wheat Thins brands. On the flip side, NASCAR added five new official partners in ’16: Monster Energy, Credit One Bank, Mack Trucks, Old World Industries (Peak) and Allegiant Air, along with a number of renewals. NASCAR typically asks low seven figures for official partnerships, sources say. After wrapping up its two-year hunt to land its new Cup Series entitlement partner, sources say that on top of renewal efforts this year with the likes of Goodyear, NASCAR’s business development group is focused this year on trying to fill a slew of official partner categories including restaurant and QSR. NASCAR declined comment for this story.