Mondelez feeds Nascar’s sponsorship cravings

North American stock car racing series Nascar has announced a three-year extension to its long-standing commercial agreement with multinational snack food company Mondelez International.

Under the deal, the financial terms of which were undisclosed, Mondelez’s Oreo, Nilla Wafers and Nutter Butter brands will be the official cookies of Nascar, while its Ritz and Wheat Thins ranges will be the series’ official crackers.

Mondelez will continue to produce Nascar-themed packages of Oreo cookies and Ritz crackers for national consumer sweepstakes, while Nabisco – a Mondelez subsidiary and the manufacturer of Oreo and Ritz – will offer fans the chance to win a VIP race day during the 2014 Nascar Sprint Cup Series.

A study by Sponsorship Research International last year found Nascar-themed packaging enhanced customer attention for Oreo when compared to standard packaging among Nascar fans, while such branding was shown to increase purchases among that group by eight per cent.

Mondelez International is comprised of the global snacking and food brands of the former Kraft Foods company, which first partnered with Nascar in 2000.