Joe Gibbs Racing signs new Wrigley’s deal

Nascar Sprint Cup team Joe Gibbs Racing has signed a three-race primary sponsorship deal with Alert Energy Caffeine.

The Wrigley's-owned brand will sponsor Elliott Sadler's car at the race in Kansas later this month, plus the two 2013 events at Talladega in May and October.

Based on similar-sized deals in the Sprint Cup, the sponsorship is likely to have a total value of around US$1 million.

Alert Energy joins a range of Wrigley's and Mars, Inc. sponsors at the team this year, including Doublemint Gum, M&M's and Snickers. “Wrigley and Mars are proud to continue our partnership with Joe Gibbs Racing and look forward to working with veteran driver Elliott Sadler," said Tim Conlin, a senior brand manager at the Wrigley Co., a subsidiary of Mars, Inc.

“And we’re especially excited to give Nascar fans the chance to be among some of the first people to see and try Alert Energy."

Leave a Reply