The collaboration involving Mars Inc. with NASCAR and Joe Gibbs Racing will officially come to an end in the ’22 season, bringing to an end a three-decade partnership in the stock car series- the longest-running sponsorships in sports. The news reached the public on Monday and Mars and its M&M’s chocolate brand will use the ’22 season celebrating its reputable involvement in the game. The long-running deal with JGR delivered two Cup Series championships in 15 years span. 

Mars started sponsoring NASCAR in 2000 and a JGR in 2008 and recently extended the contract through 2022 and annually features on Kyle Busch’s No. 18 Toyota vehicle. The annual $20M collaboration has since been a fruitful one. Within this successful period, the team has won the most laps and the most races of any sponsor/driver combination in NASCAR. Although the move is a major blow to the team, JGR President Dave Alpern confirmed that they were well informed beforehand giving them ample time to find a replacement.

Lately, Interstate Batteries prolonged its M&M’s sponsorship to become a distinguished part of NASCAR for a long time. Also, since the ‘90s, Mars has been associated with several other NASCAR teams. Alpern recently reflected with team owner Joe Gibbs saying, “if you had told me in 2007 when we started talking to them for the 2008 season, that they’ll be a 15-year primary sponsor and lead the most laps and win the most races of any sponsor/driver combination for that time, we all would have taken it and run with it.” NASCAR has spent over 30 years with other brands in boosting its value and exposure.

As regards Busch’s position at JGR and Mars leaving after 2022, Alpern affirmed that his position is secure, “Kyle is a huge part of our company and will be a huge part of our company.” JGR hope to consult with agencies on potential brands that could be keen on replacing Mars. Major sponsors like FedEx, Toyota, Bass Pro Shops and Stanley Black & Decker have been involved with other teams. Alpern added, “The one thing I hope from Rowdy Nation is that we can thank (Mars). They’ve delivered two Kyle Busch championships that would not have been possible without them, so I hope in 2022 we can focus on thanking them and celebrating them, and we’ll be excited to announce who will be on the car with Interstate in 2023.”