M&M’s® Crispy Pole Qualifying at Richmond International Raceway on Friday

richmond international racewayIt’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 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 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.

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