Race Weekend Central

Kraft Foods Extends Partnership With NASCAR & Stewart-Haas Racing

NASCAR, Stewart-Haas Racing and Northfield, Ill.-based Kraft Foods this week, jointly announced an extended agreement for Kraft Foods to continue as the Official Cookie (Oreo, Nilla and Nutter Butter) and Cracker (Ritz and Wheat Thins) of NASCAR, and that the iconic Oreo and Ritz brands would continue to serve as Associate Sponsors of Stewart-Haas Racing drivers Tony Stewart and Ryan Newman, respectively, in the NASCAR Sprint Cup Series.

For driver-owner Stewart, this extended sponsorship agreement for his Stewart-Haas Racing team reflects the high standards achieved by what is still a relatively new Cup outfit, as the operation is in just its third full year of operation.

Both drivers made the Chase this year and Stewart remains very much in with a shot of winning what would be a third Cup title – his first since 2005 and last since Jimmie Johnson went on a five-year tear – after winning the opening two races of this year’s Chase at Chicagoland Speedway in Joliet, Ill., and New Hampshire Motor Speedway in Loudon.

“We’re obviously very proud to have Oreo and Ritz on our racecars and grateful for Kraft Foods’ support of Stewart-Haas Racing,” said Stewart. “Kraft Foods’ partnership with Stewart-Haas Racing goes beyond the racetrack, 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.”

Kraft Foods, an Official NASCAR Partner since 2000, will continue its long tradition of creating NASCAR themed, specially-marked packages of Oreo cookies and Ritz crackers for a national consumer sweepstakes.

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 NASCAR Sprint Cup Series Awards Ceremony. As part of its NASCAR partnership, Kraft Foods will participate in upcoming NASCAR-themed retail programs.

In 2011, Kraft Foods was a supporter of NASCAR’s partnership with Dollar General and the Dollar General “Race in to Win” sweepstakes.

NASCAR-themed retail programs are just one of the ways Kraft Foods will continue to activate their sponsorship and it exactly this kind of program that gives sponsors such value for their dollar. And it is no coincidence that more Fortune 100 companies have NASCAR sponsorships than any of the other major sports to a body of fans that are amongst the most brand loyal anywhere.

“Kraft Foods has been a valued NASCAR partner for more than a decade and thanks to powerful marketing programs from brands recognized by millions of NASCAR fans – such as Nilla and Ritz – they’ve helped our sport grow,” said Jim O’Connell, chief sales officer, NASCAR.

“Kraft Foods understands how to effectively engage our fans through creative activation programs, at both the sanctioning body and team levels, and we’re excited to have them renew their commitment to our sport.”

And while there are still four key races to go in the Sprint Cup Series to determine this year’s champion, Kraft Foods is already looking toward next year. “NASCAR has been one of our strongest strategic partnerships and we are very pleased to continue our relationship with both the sanctioning body and with Stewart-Haas Racing,” said Michael Tilley, associate director of Kraft Foods consumer engagement.

“NASCAR has been a much respected partner, aiding us in connecting with its many ardent fans across the nation. We look forward to a great year in 2012 with exciting activation plans.”

This article is a sponsored advertisement. All rights reserved.

About the author


Tony Lumbis has headed the Marketing Department for Frontstretch since 2008. Responsible for managing our advertising portfolio, he deals with our clients directly, closing deals while helping promote the site’s continued growth both inside and outside the racing community through social media and traditional outlets. Tony is based outside Philadelphia.

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