{"id":348670,"date":"2026-08-26T15:42:49","date_gmt":"2026-08-26T13:42:49","guid":{"rendered":"https:\/\/rtrsports.com\/?p=348670"},"modified":"2026-08-26T15:42:49","modified_gmt":"2026-08-26T13:42:49","slug":"mms-nascar-sponsorship-roi","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/en\/blog\/mms-nascar-sponsorship-roi\/","title":{"rendered":"M&#038;M&#8217;s and NASCAR: Thirty Years, a 4-to-1 ROI and How a Sponsorship Ends"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-medium wp-image-6732\" title=\"M&amp;M's NASCAR\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/mmbase.jpg\" alt=\"The M&amp;M's characters, the face of the NASCAR sponsorship\" width=\"300\" height=\"225\" \/>Swiss Court, City of Westminster, WC2H 7DG: the middle of London, between Leicester Square and Piccadilly. An hour in line to get in, in the cutting cold of an English winter, with the kind of thin rain that soaks your pride along with everything else. You come out holding a soft plastic bag you had to elbow your way to earn. Inside it there is <strong>candy<\/strong>.<\/p>\n<p>That is the right place to start, because it explains why this case is still worth studying. M&amp;M&#8217;s spent thirty years proving that a brand can matter more than the product category it was born into \u2014 and NASCAR was the instrument it used to prove it.<\/p>\n<h2>The numbers that made noise in 2012<\/h2>\n<p>In 2012 the partnership between <strong>M&amp;M&#8217;s<\/strong>, a <strong>Mars Incorporated<\/strong> brand, and <strong>NASCAR<\/strong> turned twenty. For the occasion the company handed <em>Forbes<\/em> its return figures, and at the time they were argued over:<\/p>\n<ul>\n<li>a return of <strong>four dollars for every dollar spent<\/strong><\/li>\n<li><strong>72% brand loyalty<\/strong> among fans of the series<\/li>\n<li>the equivalent of what in the United States is called a <em>fifth season<\/em> \u2014 <strong>three months of revenue<\/strong> \u2014 generated by the sponsorship alone<\/li>\n<li><strong>76%<\/strong> of the NASCAR audience said they were glad M&amp;M&#8217;s sponsored their sport<\/li>\n<li><strong>69%<\/strong> admitted the sponsorship influenced which chocolate snack they reached for<\/li>\n<\/ul>\n<p>When <strong>William Clements<\/strong>, vice president of sponsorships at Mars, was asked what keeps a company inside a sport for twenty years, the answer amounted to &#8220;you&#8217;re joking, right?&#8221;.<\/p>\n<p>One thing worth spelling out, which in 2012 went without saying and today does not: <strong>those numbers are a photograph of 2012<\/strong>, not of now. They remain interesting not as a benchmark to chase, but as one of the very few occasions on which a sponsor put its own return on the record in that kind of detail.<\/p>\n<h2>Why the fit worked<\/h2>\n<p>M&amp;M&#8217;s marketing held four reasons together, and they are the same ones that get lined up today whenever a sports platform is on the table.<\/p>\n<p>The first is the <strong>overlap of values<\/strong>: NASCAR, exactly like the colored shells, is fun, shared, for everyone and genuinely American. The second is the <strong>size of the pool<\/strong>: in its golden years the series claimed tens of millions of fans across the United States, an audience no mass-market brand can afford to ignore. The third is <strong>mutual prestige<\/strong>: two brands that each stand for excellence in their own field lend one another legitimacy. The fourth, and the most operational, is <strong>cadence<\/strong>: thirty-six weekends a year across different territories offer a calendar of activations and consumer events that few other sports can guarantee.<\/p>\n<p>To all of that M&amp;M&#8217;s added the piece that makes a case memorable rather than merely sound: a face. <strong>Kyle Busch<\/strong> drove the No. 18 Toyota in the M&amp;M&#8217;s livery for <strong>fifteen seasons<\/strong> with Joe Gibbs Racing, from 2008 to 2022, winning two Cup Series titles. The sponsorship stopped being a logo on a car and became a visual identity recognizable at a glance.<\/p>\n<h2>How it ended<\/h2>\n<p>It ended, and this is the part we could not write in 2012.<\/p>\n<p>Mars left NASCAR <strong>at the end of the 2022 season<\/strong>, telling Joe Gibbs Racing more than a year in advance so the team had time to find a replacement. The reason, as team president Dave Alpern relayed it, has nothing dramatic about it, and that is exactly what makes it instructive: the company wanted to experiment elsewhere, and <strong>even a very large budget is still finite<\/strong> \u2014 if you want to try something new, that money has to come out of somewhere else.<\/p>\n<p>No falling out, no disappointing results, no sudden change of strategy. A sponsorship that worked for thirty years closed because it had run its course. It is an ending worth keeping in mind every time the length of a relationship gets mistaken for its health: the two look alike right up to the day they stop.<\/p>\n<h2>A return for one night<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-medium wp-image-6734\" title=\"Kyle Busch and the M&amp;M's livery\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/mmswp4-300x225.jpg\" alt=\"The M&amp;M's livery driven by Kyle Busch in NASCAR\" width=\"300\" height=\"225\" \/><strong>Kyle Busch died on May 21, 2026<\/strong>, at 41, of a severe pneumonia that developed into sepsis. He was the first full-time driver to die during a season since Dale Earnhardt in 2001.<\/p>\n<p>On <strong>September 19, 2026<\/strong>, at the Bass Pro Shops Night Race in Bristol, <strong>M&amp;M&#8217;s returns to NASCAR for a single race<\/strong>: Mars sponsors the No. 54 Joe Gibbs Racing Toyota driven by <strong>Ty Gibbs<\/strong>, in a mosaic livery assembled from images of Busch&#8217;s career. The choice of track is not incidental \u2014 on Bristol&#8217;s half-mile of concrete Busch won 22 times across the three national series, eight of them in the Cup Series.<\/p>\n<p>A brand that walked away from the sport four years earlier comes back for one night, with no sales objective, for a reason no measurement model accounts for.<\/p>\n<h2>What the case leaves behind<\/h2>\n<p>Three things, and none of the three is about candy.<\/p>\n<p>The first is that <strong>return can be measured, if somebody decides to measure it<\/strong>. The M&amp;M&#8217;s four-to-one is still one of the few public figures attached to a long sponsorship, and the fact that it is still quoted fourteen years later says how rare it is for a sponsor to open its own books. Building a measurement like that today is a longer exercise than a single ratio suggests, and it starts with a denominator honest enough to carry the activation spend alongside the rights fee.<\/p>\n<p>The second is that <strong>a sponsorship has a life cycle<\/strong>, and recognizing its end is not a failure. The question of whether to renew, renegotiate or switch belongs to the moment the relationship is still working, not the moment it has stopped \u2014 the subject of <a href=\"https:\/\/rtrsports.com\/en\/blog\/motorsport-sponsorship-renewal-vs-switching-teams\/\">this analysis of the end of the cycle<\/a>.<\/p>\n<p>The third is the least quantifiable and perhaps the most important. Thirty years of consistent presence built something that outlived the contract: a livery still instantly recognizable after four years away, and a bond with one person strong enough to bring a company back for a night. Nobody had put that in the budget.<\/p>\n<p>Anyone weighing NASCAR as a platform today will find the opening numbers \u2014 packages, costs and opportunities \u2014 in our <a href=\"https:\/\/rtrsports.com\/en\/blog\/nascar-sponsorship\/\">guide to NASCAR sponsorship<\/a>, and the current map of the brands involved in the <a href=\"https:\/\/rtrsports.com\/en\/blog\/nascar-sponsors-list\/\">2026 NASCAR sponsors list<\/a>.<\/p>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>Frequently asked questions about the M&amp;M&#039;s\u2013NASCAR sponsorship<\/b><\/h2>\r\n        \r\n        <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>What was the ROI of the M&amp;M&#039;s NASCAR sponsorship?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>In 2012, marking twenty years of partnership, Mars told Forbes it was seeing a return of four dollars for every dollar invested, 72% brand loyalty among NASCAR fans and the equivalent of three months of revenue generated by the sponsorship alone. These figures refer to 2012 and are not current.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>How long did M&amp;M&#039;s sponsor NASCAR?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Around thirty years: the partnership turned twenty in 2012 and closed at the end of the 2022 season. Kyle Busch drove the No. 18 car in the M&amp;M&#8217;s livery for fifteen seasons, from 2008 to 2022.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Why did Mars leave NASCAR?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Not because of disappointing results. Mars told Joe Gibbs Racing more than a year in advance: the company wanted to experiment with other platforms and, as team president Dave Alpern explained, even a very large budget is still finite \u2014 to try something new, those resources have to come out of something else.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Has M&amp;M&#039;s returned to NASCAR?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Yes, for one race only. On September 19, 2026, at the Bass Pro Shops Night Race in Bristol, Mars sponsors the No. 54 Joe Gibbs Racing Toyota driven by Ty Gibbs in a mosaic livery dedicated to Kyle Busch, who died on May 21, 2026 at the age of 41.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Why Bristol for the Kyle Busch tribute?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Because on Bristol&#8217;s half-mile of concrete Busch won 22 times across NASCAR&#8217;s three national series, eight of them in the Cup Series: it is the track that best represents his career.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>What does the M&amp;M&#039;s case teach a brand weighing a sponsorship?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Three things: that return can be measured when the sponsor decides to measure it; that every sponsorship has a life cycle and recognizing its end is not a failure; and that a consistent, sustained presence builds a recognition value that survives the expiry of the contract.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n\r\n    <\/div>\r\n    \n\n","protected":false},"excerpt":{"rendered":"<p>Thirty years, a four-to-one return put on the record in 2012, an exit at the end of 2022 and a one-night comeback in Kyle Busch&#8217;s honor: what the M&#038;M&#8217;s NASCAR case still has to say.<\/p>\n","protected":false},"author":2,"featured_media":156209,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20033],"tags":[],"class_list":["post-348670","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportivo-en"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>M&amp;M&#039;s NASCAR Sponsorship: 30 Years and a 4-to-1 ROI<\/title>\n<meta name=\"description\" content=\"Mars told Forbes its M&amp;M&#039;s NASCAR sponsorship returned $4 for every $1 spent: what the 2012 numbers showed, why it ended in 2022 and the one-night return.\" 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