NEWS: M&M's Crispy to Sponsor Pole Qualifying Day April 24 at Richmond International Raceway

April 16, 2015

Richmond, Virginia –  It’s been said that the taste of a NASCAR victory is sweet. But, why should drivers have to wait until after the checkered flag to get a sample? Well, Richmond International Raceway and M&M’s® Brand are here to satisfy that craving before the green flag waves.

M&M’s® Brand and RIR are proud to bring fans M&M’s® Crispy Pole Qualifying at RIR on Friday, April 24th. The field for TOYOTA OWNERS 400 NASCAR Sprint Cup Series race on Saturday night, April 25th will be set on Friday when drivers participate in three rounds of knockout qualifying.

“Richmond International Raceway has always been one of our favorite stops on the NASCAR schedule,” said William Clements, vice president of sponsorship and sports marketing for Mars Incorporated and a Richmond native. “With four race wins and one pole over the years, it’s been a successful place for our No. 18 M&M’s® team over the years. M&M’s® Crispy is back, so the pole-sitter for Saturday’s nights TOYOTA OWNERS 400 can look forward to a sweet post-qualifying snack in Richmond.”  

After a decade of phone calls, petitions, Facebook posts and countless other pleas, Mars Chocolate North America brought M&M’S® Crispy back nationwide in January following a 10-year hiatus.

“Richmond International Raceway is proud to partner with such a recognizable brand, not just in motorsports, but overall,” said Richmond International Raceway President Dennis Bickmeier. “M&M’S® Crispy engages fans of all ages, and here at RIR, we pride ourselves on providing a memorable experience for all our fans. What better way to kick off our April race weekend, than by offering NASCAR Sprint Cup Series drivers the sweet reward of sitting on the pole for the TOYOTA OWNERS 400.”

For more information, visit the M&M’S® Brand Racing with Kyle Facebook page at www.facebook.com/mmsracing.  Find the latest M&M’S® Crispy news on the M&M’S® Brand Facebook page at www.facebook.com/mms, the official M&M’S® Twitter handle @mmschocolate, or www.mms.com.

About Mars, Incorporated

In 1911, Frank C. Mars made the first Mars candies in his Tacoma, Washington kitchen and established Mars’ first roots as a confectionery company. In the 1920s, Forrest E. Mars, Sr. joined his father in business and together they launched the MILKY WAY® bar. In 1932, Forrest, Sr. moved to the United Kingdom with a dream of building a business based on the objective of creating a “mutuality of benefits for all stakeholders” – this objective serves as the foundation of Mars, Incorporated today. Based in McLean, Virginia, Mars has net sales of more than $33 billion, six business segments including Petcare, Chocolate, Wrigley, Food, Drinks, Symbioscience, and more than 75,000 Associates worldwide that are putting its Principles into action to make a difference for people and the planet through its performance.

Mars brands include: Petcare – PEDIGREE®, ROYAL CANIN®, WHISKAS®, BANFIELD® Pet Hospital, CESAR®, SHEBA®, DREAMIES® and NUTRO®; Chocolate – M&M’S®, SNICKERS®, DOVE®, GALAXY®, MARS®, MILKY WAY® and TWIX®; Wrigley – DOUBLEMINT®, EXTRA®, ORBIT® and 5™ chewing gums, SKITTLES® and STARBURST® candies, and ALTOIDS® and LIFESAVERS® mints. Food – UNCLE BEN’S®, DOLMIO®, EBLY®, MASTERFOODS®, SEEDS OF CHANGE® and ROYCO®; Drinks – ALTERRA COFFEE ROASTERS™, THE BRIGHT TEA COMPANY™, KLIX® and FLAVIA®; Symbioscience – COCOAVIA® and WISDOM PANEL®.

For more information, please visit www.mars.com. Follow us: facebook.com/mars, twitter.com/marsglobal, youtube.com/mars, linkedin.com/company/mars.

About Richmond International Raceway:

NASCAR returns to Richmond International Raceway April 24 & 25. And back by popular demand, Track Takeover powered by Nationwide at RIR on Saturday, April 25.  Fans can get out onto the Action Track just hours before the green flag waves for the 2015 TOYOTA OWNERS 400 NASCAR Sprint Cup Series event, all you need is a ticket to the race! Tickets for Saturday’s race, as well as the 2015 ToyotaCare 250 NASCAR XFINITY Series race on Friday are on sale now. Click here or call 866-455-7223 to purchase.

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