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| James Gilbert/Getty Images |
Since Kyle Busch joined Joe Gibbs Racing in 2008, the Mars group has played a major role in the annual funding for the No. 18 team, providing sponsorship with their brands such as:
- M&M's
- Skittles
- Snickers
- Twix
- Pedigree
Each one of the aforementioned brands is owned by Mars, and therefore will not be returning to Joe Gibbs Racing (or Kyle Busch's No. 18) with partnership following the 2022 season.
Mars, and specifically M&M's, made their NASCAR debut in 1998 with Ernie Irvan, adorning the No. 36 Pontiac with the brand's bright colors. Since then, the company has sponsored drivers such as Ken Schrader, Elliott Sadler, and for the past decade and a half Kyle Busch with their wide array of brands.
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| Ernie Irvan piloting the No. 36 M&M's Pontiac during Speedweeks at Daytona International Speedway in February of 1999 (Photo Credit: David Taylor/Allsport) |
The green No. 18 machine sponsored by Interstate Batteries is still slated to make its return to the NASCAR Cup Series in 2022, as the Texas based automotive brand will re-new their sponsor ship for the 2023 season. Though Interstate Batteries has committed to the younger Busch brother for the 2023 race season, it is currently unclear which other sponsors will join the No. 18 team to fund their NASCAR Cup Series competition.
It is likely that Sports Clips Haircuts, who has a very close relationship with Joe Gibbs Racing and its drivers, will take a big step to help sponsor Kyle Busch in 2023, although this prediction is just that and has little substance to support it.
Joe Gibbs, the owner of Joe Gibbs Racing, explained his take on the situation saying, "One of the great things I love about NASCAR is the opportunity to build meaningful relationships. Mars has been a tremendous example of that. We have experienced so much together over the past 15 years, including two Cup Series championships, while developing friendships that will extend well beyond next year. I know everyone at Joe Gibbs Racing feels that way and I'm glad we have the 2022 season to celebrate Mars and the contributions they have made to our sport over the past three decades."
Joe Gibbs Racing made it clear that Kyle Busch's future at the team is not in jeoprady due to this shocking blow to the team, with Team President Dave Alpern stating, "Kyle is a huge part of our company and will be a huge part of our company." Alpern also noted that Mars made their intent to leave NASCAR clear over the summer of 2021, allowing adequate time for the team to find new sponsorship.
Kyle Busch, driver of the No. 18 M&M's Toyota Camry expressed his feelings about the subject stating "I have been incredibly fortunate to have the opportunity to represent Mars for nearly 15 years now. During this time, Mars Associates have been like family to myself, Samantha, and Brexton. In particular, my friendship with the Mars Family will be something that will last a lifetime. We have a relationship so much deeper than just having the honor of driving their colorful cars. I'm also proud that we've been able to bring them to victory lane 55 times in the Cup Series, including two Cup Series championships. I know our 18 team will work as hard as ever to bring them to victory lane as many times as we can in 2022 and hopefully even another championship we can celebrate together."
Though Mars Incorporated's departure will have an impact on Kyle Busch's career, and Joe Gibbs Racing's future, it will likely have a much larger impact on the sport. The bright yellow M&M's car has been a staple in the NASCAR Cup Series for three decades now, attracting new fans, especially children. As most fortunate children are familiar with the colorful candy brand by a young age, whichever team carried the M&M's logo often brought on a slew of young NASCAR fans. Following the 2022 season where those bright colors will make a long term disappearance, a significant attract-er of new fans will be essentially gone. NASCAR will inevitably see a shake-up in their marketing plans as Kyle Busch is the "Candy Man" no longer.
| Portions of this article were contributed by Ryan Farley |
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