The Wm. Wrigley Jr. Co. and Texaco/Havoline will be primary co-sponsors of NASCAR driver Juan Pablo Montoya’s car in next season’s Sprint Cup series races.
The two companies will split the roles of primary and secondary sponsor for each of the 18 races in the series when Montoya’s No. 42 Dodge Charger runs next year. It will mark Wrigley’s second year as a NASCAR sponsor.
Texaco/Havoline will be entering its 22nd year as a NASCAR sponsor.
“The Wrigley’s Brands’ off-track activation this season gave Wrigley and race fans a glimpse of Juan when he’s not behind the wheel,” said Paul Chibe, Wrigley’s vice president of marketing, in a statement.
The chewing gum company staged a promotion with Montoya in Chicago after a NASCAR race in Joliet last July, with Montoya driving a street version of his NASCAR racer from the Wrigley building to the Chicago Cubs’ Wrigley Field. Montoya drove the car through the right field gate and threw out the first pitch prior to the Cubs game that day. Wirgley’s also filmed TV spots featuring Montoya that ran on ESPN.
Wrigley’s will activate a marketing plan around Montoya next season, Chibe said, with details of the plan yet to be determined.
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