Mahindra Tractors will continue to showcase its iconic red and black colors on the No. 14 Stewart-Haas Racing Ford Mustang in the NASCAR Cup Series, which will continue to be driven by Chase Briscoe in 2024.
On Tuesday, the team announced that the partnership will continue in a multiyear agreement, which will keep the company firmly set as the anchor partner for the No. 14 team for years to come.
For Mahindra, the partnership with SHR has helped them gain familiarity in the marketplace.
“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 Viren Popli, President and CEO, Mahindra Ag North America and Mahindra Automotive North America. “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.”
Briscoe has carried the Mahindra Tractor colors since the brand’s first dip into the world of NASCAR in 2022. He takes pride in representing the company.
“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.”
The partnership extends past the racetrack for SHR co-owner Tony Stewart.
“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.”
No official primary sponsorship schedule was released, but the brand will continue to serve as the primary sponsor for Briscoe in the majority of the events in 2024.