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DAYTONA BEACH, Fl. — NASCAR will honor Mars this year with the annual Marketing Achievement Award at the NASCAR NMPA Myers Brothers Awards, at Encore at Wynn Las Vegas on Thursday, Nov. 29. Mars and NASCAR represent one of the longest-standing partnerships within the sport with their 23-year relationship.
Spanning multiple activations, Mars has directly engaged race fans, customers and associates through an integrated marketing strategy, including intellectual property, promotions, public relations, B2B, online, broadcast, event marketing and retail.
“Mars’ execution of a fully integrated strategy within NASCAR exemplifies the spirit of the award and has been the catalyst to the brand’s success in the sport,” said Jim O'Connell, chief sales officer for NASCAR. “One of our longest-standing partners took full advantage of its sponsorship, raising the bar with innovative ideas designed to engage our brand-loyal fan base, its associates and ultimately move product off the shelf.”
A recent study found that Mars receives an impressive 4-to-1 return on its investment in NASCAR.
“The NASCAR sponsorship model is driven by brand loyalty, and Mars has been behind the wheel of a best-in-class partnership,” said William Clements, VP sponsorships and sports marketing for Mars Chocolate North America. “Our successes have been led by innovation that extends to customers, consumers and associates, and capitalizes on NASCAR’s broad fan base that represents approximately one-third of the U.S. adult population. We are honored by this award and continue to see the strength and growth of our partnership with NASCAR.”