Multi-Year Partnership Keeps Fans and Animals Snacking On and Off the Track

Mars North America announced today that it will extend its contract as official NASCAR partner, giving tens of millions of NASCAR fans even more to cheer about at track and in store. The multi-year sponsorship commitment allows multiple Mars brands to connect with racing fans and includes four designations:

• Official Chocolate of NASCAR (M&M’S(R) Brand)

• Official Chocolate Bar of NASCAR (SNICKERS(R) Brand)

• Official Cheese-Filled Snack of NASCAR (COMBOS(R) Brand)

• Official Pet Food of NASCAR (PEDIGREE(R) Brand)

“The relationship between Mars and NASCAR is a win-win,” said Suzanne Beaudoin, vice president, Sponsorships and Sports Marketing, Mars North America. “Whether tailgating at the Talladega infield or having friends over to watch qualifying at Bristol, Mars wants to be part of every race experience. Being an official NASCAR partner illustrates our dedication to the fans, our drivers and the sport, while driving brand affinity and excitement for our brands.”

The multi-year 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:

• Now in its second year, M&M’S “The Most Colorful Fan of NASCAR Contest” will launch at the Daytona 500 and run for 24 weeks.
• For dog lovers, the PEDIGREE brand will launch a new contest, PEDIGREE Brand presents THE LUCKIEST DOG(TM) of NASCAR(R), beginning in late April when the first of three cars sponsored by the PEDIGREE brand races at Talladega Superspeedway.
• Mars’ COMBOS Brand will also leverage its NASCAR sponsorship with the new “Man Zone” on-pack promotion, visiting ten race tracks during the first half of the 2009 NASCAR Sprint Cup Series season.
• SNICKERS Brand will promote its sponsorship at retail stores nationwide.

“Mars is an important partner to NASCAR, whose many creative programs excite our fans and help our sport to grow,” said Jim O’Connell, vice president of Corporate Marketing for NASCAR. “Mars’ commitment demonstrates the enduring value of an official NASCAR partnership. The measurable return this position brings is particularly important in a challenging economy when every marketing dollar must provide maximum value. With a fan base that actively supports the companies making the sport go, NASCAR sponsorship works for companies like Mars, and many other leading brands recommitting to NASCAR during difficult economic times.”

While Mars has been involved in NASCAR for nearly 20 years — with a variety of Mars brands sponsoring various teams — the company officially teamed with the sport’s sanctioning body in 2003. The 2008 season was highlighted by the success of Kyle Busch in the No. 18 M&M’S Toyota with Joe Gibbs Racing, which banked eight wins, 17-top five and 21 top-10 finishes in the NASCAR Sprint Cup Series.

For more information about Mars’ relationship with NASCAR, visit http://www.mms.com/us/racing.

The successful Gillette Young Guns platform receives racing’s top sponsor honor

The 2008 season began with a victory at the Daytona 500 by Gillette Young Guns driver Ryan Newman and culminated last week with the announcement of Gillette(R) [PG], the world’s leading male grooming brand, being presented the 2008 NASCAR Marketing Achievement Award. Racing’s top sponsor award was presented during NASCAR Sprint Cup Series Champions Week in New York, December 2 - 5.

In February, days before the historic Daytona 500 race, rising stars Denny Hamlin and Clint Bowyer joined an exclusive team when they were unveiled as the newest members of the Gillette Young Guns during a ceremonial shave for fans at Daytona International Speedway. The six Gillette Young Guns and World Wrestling Entertainment(R) superstar John Cena(R) also were featured in a national ad campaign to support the launch of the Gillette Fusion Power Phenom that debuted during the Daytona 500 race broadcast.

In its fifth year, the Gillette Young Guns program continued to drive sales for Gillette premium razors and shave care products. The integrated program involved television, print, online, public relations and event marketing to reach racing fans. The consumer program was coordinated with NASCAR’s exciting Chase for the Sprint Cup. Ten lucky sweepstakes finalists from all over the country experienced a race fan’s dream when they zipped up their firesuits for the Gillette “TimeShaver Challenge” on December 7 in Charlotte, N.C. Each winner was coached by one of the six Gillette Young Guns and the finalists were behind the wheel of actual stockcars competing in a five-lap race for the grand prize trophy at Lowe’s Motor Speedway.

Source: Procter & Gamble

Red Cross Racing Kicks Into High Gear

As the Chase for the NASCAR Sprint Cup continues, NASCAR’s Greg Biffle, driver of the No. 16 Ford Fusion, takes every safety precaution necessary during each and every race. He’s equipped with a fire suit, helmet, and immediate medical care.

In everyday life, car accidents, illnesses and unexpected emergencies are far too common. That’s why Biffle, an American Red Cross blood donor and member of the Celebrity Cabinet, is encouraging people across the country to give blood through the American Red Cross.

“I’m proud to be an American Red Cross blood donor,” said Biffle. “I give blood because it’s easy to do and helps support our community. I hope NASCAR fans across the country will join me this racing season to help save lives, one drive at a time.” Biffle proudly wears the Red Cross logo on his fire suit, and the No. 16 Ford Fusion sports the Red Cross logo on the rear side panel of the 3M car.

The American Red Cross has teamed up with 3M Company and Roush Fenway Racing to present Red Cross Racing, a campaign to encourage NASCAR fans to become dedicated Red Cross blood donors, and raise awareness about the ongoing need for blood.

The Red Cross will have an at-track exhibit at Texas Motor Speedway from October 31-November 2 where race fans can complete their live Red Cross Racing registration via the Internet, play educational games, learn about blood donation and other Red Cross services, and take a tour of the Spirit of America, a mobile kitchen that can produce up to 30,000 meals each day during a large-scale disaster.

More than 28,000 people have already joined Red Cross Racing, resulting in nearly 22,200 blood donations. Registrants have the chance to accrue points and exchange them for NASCAR-themed prizes such as caps, tee shirts and limited edition die-cast cars. Fans can join the program one of two ways, either at the track, or by visiting redcrossracing.com. Once registered, individuals are automatically entered for a chance to win an all-expense-paid trip for two to an upcoming 2009 race. The prize package includes airfare, hotel, two race tickets and pit and garage tours.

Source: American Red Cross