KANNAPOLIS, N.C.: Mahindra Ag North America has extended its partnership with Stewart-Haas Racing (SHR) as the anchor sponsor for NASCAR Cup Series driver Chase Briscoe and the No. 14 team.
The company first aligned with SHR in 2022, and it’s well-known in global motorsport circles through its factory Formula E team, Mahindra Racing.
The multiyear agreement with the NASCAR team co-owned by NASCAR Hall of Famer Tony Stewart and industrialist Gene Haas will continue to feature Mahindra Tractors, a brand of Mahindra Ag North America, on Briscoe’s No. 14 Ford Mustang for the majority of the NASCAR Cup Series schedule.
Per Sports Business Journal, the renewal for SHR is particularly crucial after it lost two other big sponsors this year, Smithfield Foods and Anheuser-Busch.
The four-car SHR struggled this season, with Kevin Harvick finishing 13th in the points standings in his final season but the other three drivers all finishing lower than 20th. SBJ quotes Viren Popli, president and CEO, Mahindra Ag North America and Mahindra Automotive North America, as having said: “Chase is an amazing guy, he’s so good to the fans and genuinely a nice guy and that reflects our values, so it made sense to keep working with the team. I know they had a tough year, but I’m confident they’ll hopefully look better next year.”
Popli said the company judged whether it got a proper return on investment based on factors including on-track performance, PR impressions and on-air screentime.
Mahindra is preparing a new line of products it will soon release and will utilize the NASCAR relationship to promote it.
The red-and-black No. 14 Mahindra Tractors Ford Mustang made its debut in the 2022 Busch Light Clash at the Coliseum in Los Angeles and then won in just its fifth race as a primary sponsor when Briscoe drove to victory on March 13, 2022 at Phoenix Raceway. The win secured Mahindra Tractors’ place in the NASCAR Playoffs and earned Briscoe the honor of being the 200th Cup Series winner in NASCAR history.
“Our partnership with Stewart-Haas Racing has been instrumental in building awareness for the Mahindra brand in North America. We look forward to continuing our sponsorship into the 2024 season,” said Popli. “As owners of Mahindra Tractors, Tony and Chase appreciate the benefits our tractors deliver to the market and speak the same language as our dealers and customers. They are the perfect brand ambassadors for our tractors.”
Houston-based Mahindra Ag North America is part of Mahindra Group’s Automotive and Farm Sector, the No. 1 selling farm tractor company in the world, based on volumes across all company brands. Mahindra offers a range of tractor models from 20-75 horsepower, implements, and the ROXOR heavy-duty UTV. Mahindra farm equipment is engineered to be easy to operate by first-time tractor or side-by-side owners and heavy duty to tackle the tough jobs of rural living, farming and ranching. Steel-framed Mahindra Tractors and side-by-sides are ideal for customers who demand performance, reliability and comfort. Mahindra dealers are independent, family-owned businesses located throughout the U.S. and Canada.
“I’ve had the honor of representing Mahindra Tractors since they first came into NASCAR and I’m blessed to have this relationship continue,” Briscoe said. “Mahindra is a people-first company, and it starts with their dealer network and goes all the way up to their corporate offices in Houston. It’s a true partnership that extends beyond the racetrack.”
Briscoe embodies the Mahindra customer. Originally from Mitchell, Indiana, Briscoe now lives on a 17-acre spread in rural North Carolina and uses two Mahindra Tractors to maintain his land – a 5145 4WD Shuttle and a 1626 HST.
“I don’t just talk about Mahindra Tractors, I use them – a lot,” Briscoe added. “They’re rugged and are always up to the task, but they’re also really user-friendly. I didn’t grow up in farming, so I had a little bit of a learning curve when it came to operating a tractor. But Mahindra Tractors are pretty intuitive. How you think it should work is the way it works, and if you have a question, the dealers are very knowledgeable and always available to help.”
Stewart, who drove the No. 14 in the NASCAR Cup Series from SHR’s inception in 2009 until retiring upon the conclusion of the 2016 season, is also a proud Mahindra Tractors owner. His 5145 4WD Shuttle is constantly at work on the 414-acre ranch he owns in his hometown of Columbus, Indiana.
“One of my favorite things to do when I get home to Indiana is to just get outside and work the land,” Stewart said. “It’s a nice change of pace. Now, we still want to win in red on Sundays, but anytime I’m on a red Mahindra Tractor at home, I feel like I’m winning.
“Obviously, this is a partnership that runs deep. We’re proud to represent Mahindra Tractors and are grateful for the friendships we’ve made since first coming together two years ago.”
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