Today Mars North America announced a new sponsorship agreement with International Speedway Corporation (ISC), one of the world’s leading promoters of motorsports-related activities. The agreement provides official designations and promotional rights for a variety of Mars brands at different ISC properties throughout the country during the 2009 NASCAR season.
Specific provisions of the contract include:
Official designation of M&M’S(R) as a “Promotional Partner of Daytona International Speedway(R) and Homestead-Miami Speedway(R)”
Official designation of PEDIGREE(R) Brand Food for Dogs as a “Promotional Partner of Phoenix International Raceway(R)”
Promotional rights at DIRECTV SPEEDWEEKS(R) at DAYTONA and the DAYTONA 500(R), Ford Championship Weekend at Homestead-Miami Speedway for M&M’S and the Phoenix International Raceway fall race weekend for Pedigree
“Obviously, ISC has an amazing portfolio of facilities and brands, which is why we’re honored to partner with them,” said Suzanne Beaudoin, vice president, Sponsorships and Sports Marketing, Mars North America. “At Mars, we plan to leverage this exciting new partnership to showcase the significant role our world class brands play in social occasions like race weekends, as well as to generate additional awareness about two amazing fan promotions we’re implementing during the 2009 season.”
This season, Mars plans to enhance existing programs to continue to build relationships directly with NASCAR fans, regardless of who they root for. Two of the programs that will be featured at ISC properties throughout the season include:
Now in its second year, the M&M’S(R) THE MOST COLORFUL FAN(TM) of NASCAR Contest will launch at the Daytona 500 and run for 24 weeks. The contest allows fans to showcase their passion for the sport, as well as their favorite drivers and teams by uploading their colorful photos to www.NASCAR.com/MostColorfulFan. Fans will also be able to vote on their favorite photos, as well as share their own colorful photos with their family and friends. The grand prize winner will receive a VIP trip to Homestead-Miami Speedway for the Ford 400 NASCAR Sprint Cup Series race in November.
For dog lovers, the PEDIGREE Brand will launch a new contest, THE LUCKIEST DOG(TM) of NASCAR(R), beginning in late April. The winner of this contest will have the opportunity to have a photo of their dog featured on Kyle Busch’s No. 18 Pedigree Toyota at the fall Phoenix International Raceway race.
“We welcome Mars to our family of partners,” said ISC vice president and chief marketing officer, Daryl Wolfe. “They bring a level of enthusiasm and passion for the sport and its fans that is the foundation for their very successful promotions and at-track activations. This agreement further demonstrates the significant value our properties and assets provide to companies looking to reach fans and grow their brands. We look forward to the opportunity to cultivate a long and productive relationship.”
ISC is a leading promoter of motorsports activities, currently promoting more than 100 racing events annually as well as numerous other motorsports-related activities. The Company owns and/or operates 13 of the nation’s major motorsports entertainment facilities, including Daytona International Speedway in Florida (home of the Daytona 500); Talladega Superspeedway(R) in Alabama; Michigan International Speedway(R) located outside Detroit; Richmond International Raceway(R) in Virginia; Auto Club Speedway of Southern California(SM) near Los Angeles; Kansas Speedway(R) in Kansas City, Kansas; Phoenix International Raceway; Chicagoland Speedway(R) and Route 66 Raceway(SM) near Chicago, Illinois; Homestead-Miami Speedway in Florida; Martinsville Speedway(R) in Virginia; Darlington Raceway(R) in South Carolina; and Watkins Glen International(R) in New York.
The Company also owns and operates MRN(R) Radio, the nation’s largest independent sport radio network; the DAYTONA 500 eXperience(R), the “Ultimate Motorsports Attraction” in Daytona Beach, Fla., and official attraction of NASCAR(R); and Americrown Service Corporation(SM) , a subsidiary that provides catering services, food and beverage concessions, and produces and markets motorsports-related merchandise. In addition, ISC has an indirect 50 percent interest in Motorsports Authentics(R), which markets and distributes motorsports-related merchandise licensed by certain competitors in NASCAR racing. For more information, visit the Company’s Web site at www.iscmotorsports.com.