Sponsorship has always been crucial for NASCAR drivers, enabling opportunities and fueling success. Iconic partnerships like Jeff Gordon with Dupont, Dale Earnhardt Jr. with Budweiser, and Jimmie Johnson with Lowe’s remain memorable. Continuing that trend, Kyle Busch and Mars, Inc., makers of M&M’s, achieved notable success with 55 Cup Series wins and two championships at Joe Gibbs Racing (JGR). However, Mars, Inc. exited NASCAR in 2022, shifting their marketing focus to other demographics, leaving Busch without a major sponsor. This led to his move to Richard Childress Racing (RCR) in 2023.
While the separation wasn’t contentious, it left Busch in a challenging position. Now, speculation suggests M&M’s might be making a NASCAR comeback—not with Busch or JGR, but possibly with Front Row Motorsports (FRM) and Todd Gilliland. The rumors began when Gilliland shared a social media post featuring a yellow M&M’s helmet. Though unconfirmed, fans were quick to link the candy brand with FRM. Drivers rarely feature a sponsor without a purpose, fueling excitement about a potential deal.
Interestingly, M&M’s history in NASCAR predates Kyle Busch. They partnered with Robert Yates Racing and supported David Gilliland, Todd’s father, in 2007. Their first Cup Series win was in 2004 with Elliott Sadler. This long-standing connection with the Ford camp adds weight to the speculation.
Despite these rumors, FRM already has primary sponsors lined up for 2025, including Ruedebusch Development & Construction and Love’s Travel Stop. At best, M&M’s might return for select races, possibly spreading sponsorship across FRM’s lineup. Without official confirmation, this remains speculative.
In contrast, Red Bull has confirmed its return to NASCAR for the first time since 2011. They will sponsor Trackhouse Racing’s Shane van Gisbergen (SVG) and rookie Connor Zilisch. SVG, a Red Bull athlete since 2016, will feature Red Bull schemes in five Cup races, while Zilisch will debut under their banner at COTA. Red Bull’s initial departure from NASCAR stemmed from challenges in reaching their target audience. Now, partnering with the ambitious Trackhouse Racing aligns with their strategy to engage younger fans.
Team owner Justin Marks expressed enthusiasm about Red Bull’s return, calling it transformative for NASCAR. With major sponsors like Red Bull and potential comebacks like M&M’s, the 2025 NASCAR season promises renewed energy and opportunities.
