In addition to continuing as the official cookie and cracker of Nascar, Kraft Foods has extended its Oreo and Ritz brands' partnership with Stewart-Hass Racing’s (SHR) Sprint Cup drivers Tony Stewart and Ryan Newman.
As part of the deal, Kraft Foods, which has sponsored Nascar since 2000, will continue to create Nascar-themed, specially-created packages for its Oreo and Ritz crackers. The brand will also participate in upcoming Nascar-themed retail programmes.
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Jim O'Connell, chief sales officer for Nascar, commented: "Kraft Foods has been a valued Nascar partner for more than a decade, and thanks to powerful marketing programmes from brands recognised by millions of Nascar fans – such as Nilla and Ritz – they've helped our sport grow."
For the first time in 2012, Ritz will host a national digital and social media sweepstakes on its Facebook page where a fan will have the chance to win a prize package to go to the 2012 Sprint Cup Series awards ceremony.
SHR co-owner Tony Steward added: "Kraft Foods' partnership with Stewart-Haas Racing goes beyond the race track, as their activation has helped raise the profile of our race team and Nascar. Our success on the track is made possible by all of our partners, and Kraft Foods is no exception.”
Between the two drivers, SHR currently have three season victories in this years' Sprint Cup with Tony Stewart currently lying fourth in the overall standings.
Nascar – Kraft Foods