MOUNT OLIVE, N.J. -- Mars North America announced Monday that it will extend its contract as an official NASCAR partner. The multiyear commitment allows multiple Mars brands to connect with racing fans and includes four designations:
â€¢ Official Chocolate of NASCAR (M&M's)
â€¢ Official Chocolate Bar of NASCAR (Snickers)
â€¢ Official Cheese-Filled Snack of NASCAR (Combos)
â€¢ Official Pet Food of NASCAR (Pedigree)
The partnership aligns Mars with its existing contracts with Joe Gibbs Racing, continuing a relationship that began in 2008.
For 2009, Mars will continue to develop programs that build relationships directly with NASCAR fans, including continuing two of its popular programs that let fans share their passion for NASCAR to the world. Brand highlights include:
â€¢ M&M's "The Most Colorful Fan of NASCAR Contest" will launch at the Daytona 500 and run for 28 weeks.
â€¢ Pedigree will launch a new contest, The Luckiest Dog of NASCAR, beginning in late April when the first of three cars sponsored by the Pedigree brand races at Talladega.
â€¢ Combos also will leverage its NASCAR sponsorship with the new "Man Zone" on-pack promotion, visiting 10 race tracks during the first half of the 2009 Sprint Cup Series season.
â€¢ Snickers will promote its sponsorship at retail stores nationwide.
For more on Mars' relationship with NASCAR, visit www.mms.com/us/racing. - mars pr
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