Length of contract: 1 year | Annualised value: US$2.8 million | Overall value: US$2.8m

Global confectionary giant Mars has signed an extension to the deal that makes it an official NASCAR partner, and sees chocolate brands M&Ms and Snickers become the official chocolate and official chocolate bar of NASCAR.

Pet food Pedigree, a Mars brand, will be the sport's official pet food, and will launch a new contest, The Luckiest Dog of NASCAR, beginning in late April when the first of three cars sponsored by the Pedigree brand races at Talladega.

Combos, also a Mars-owned brand, will become another official food of the sport, and will visit 10 race tracks during the first half of the 2009 Sprint Cup Series season.

"The relationship between Mars and NASCAR is a win-win," said Suzanne Beaudoin, marketing vice president for 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."

Jim O'Connell, vice president of corporate marketing for NASCAR, added: "Mars is an important partner to NASCAR, whose many creative programs excite our fans and help our sport to grow.
 
"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."