Why are Mars (M&Ms) Breaking Their Historic NASCAR Partnership With Kyle Busch?

In a move that nobody saw coming, it has transpired that Mars Inc. will exit NASCAR. This also means that the brand and Joe Gibbs Racing will part ways at the end of the 2022 season. To be honest, this bombshell will wrap up a three-decade partnership with Kyle Busch, making it one of the longest-running sponsorships.

Now, for the coming season, the brand will celebrate its partnership all year long. Together, they have achieved much success in the past 15 years, including two Cup Series championships and several wins. The Mars brand has been associated with NASCAR since 2000 and linked up with Joe Gibbs Racing in 2008. The most recent contract extension lasts until 2022, with Kyle Busch expected to run at least 25-30 primary races annually.

This deal was worth $20M annually, and it was a very fruitful one. Under the Mars umbrella, the #18 JGR led the most laps and won the most races compared to any sponsor/driver combination. Naturally, the outfit was sad to see their long-time partners exit their team and the sport as a whole. So, why are they breaking their contract with Kyle Busch and JGR?

As quoted by JGR President, Dave Alpern, it is because it “wants to try some new things — and no matter how big a brand is, they have a finite budget, so when you want to try something new, it has to come from somewhere else.” He added, “I don’t view it as a diminishing return or the deal wasn’t working; they just want to try some new things.”

What next for Joe Gibbs Racing and Kyle Busch after Mars’ departure?

According to JGR President Dave Alpern, the good news is that they have well over a year to find a replacement. One option could be Interstate Batteries, which recently penned a multi-year contract. Alpern insisted that the split is not because of a lack of a proper return for Mars. Instead, the company wishes to explore a new avenue.

Sep 26, 2021; Las Vegas, Nevada, USA; NASCAR Cup Series driver Kyle Busch (18) during the South Point 400 at Las Vegas Motor Speedway. Mandatory Credit: Gary A. Vasquez-USA TODAY Sports

Although the Mars company has mainly used the M&M’s brand in NASCAR, other brands have also been present. This includes the likes of Skittles candy and Pedigree dog food. On a more important note, Kyle Busch’s position at JGR is under no threat from Mars’ exit. One thing is for sure, the Joe Gibbs Racing team will cherish this final season and try to give them a good send-off.

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