Launches Fantasy Racing Program

Exclusive Web site for c-store operators now offers retailers a chance to win a trip for two to Daytona.

C-store operators are speeding to the new 2011 Fantasy Racing program on, a site launched in spring 2010 and designed exclusively for c-store operators as a resource center with everything needed to create, enhance and maintain a thriving candy aisle and to help drive overall category sales.

The site’s new fantasy racing program is designed to engage c-store retailers with NASCAR—the second most-popular regular season sport on television, and a sport with a large Mars sponsorship presence.

Learning to play is quicker than a tire change in Talladega.  Simply register to play directly through the program Web site ( or through the program link on  Each week, players attempt to build the best racing team possible by picking one of six drivers from each of the five groups posted on the site. Each driver has a value between one and six points in his respective group, and players are allotted 23 “value points” each week (30 points during the Championship Challenge Season).  Earn the highest points by season end, and you’re in the winner’s circle!  Each week, players can log in to the Web site to research drivers, view weekly and cumulative standings and create or join a challenge league to share the fun with friends.

At the end of the NASCAR season, the grand prize season winner will be awarded a trip for two to Daytona, Fla., valued at $5,000 that includes roundtrip airfare, accommodations for two nights and a $500 pre-paid gift card.  Second and third place round winners each will receive Kyle Busch die-casts valued at $100.

2011 Fantasy Racing runs through the NASCAR racing season, from February to November 2011.

In addition, Mars continually updates to provide current information on new products and initiatives, facts and statistics, links to individual Mars product Web sites and product information including specifications, commercials and images–all designed to assist c-stores in making informed decisions and improving their marketing efforts.  The site also includes details for in-store displays, promotional calendars, sponsorship information and shopper marketing materials.

The creation and launch of further demonstrates Mars’ commitment to providing c-store operators with the necessary tools to grow their businesses.  New programs like 2011 Fantasy Racing engage c-store operators and extend Mars’ reach among the broad NASCAR fan base.  Such programs have made M&M’S Brand the “Official Chocolate of NASCAR;” SNICKERS Brand the “Official Chocolate Bar of NASCAR;” and COMBOS Snacks the “Official Partner of NASCAR.”


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