Powering his NHRA campaign at Tony Stewart Racing, 3-time Cup Series champion, Tony “Smoke” Stewart has a new sponsor behind his back. Sharing the good news on social media, the team welcomed its new primary sponsor, who has been in contact with the veteran from 2022 at his Cup Series organization, Stewart-Haas Racing.

Indian Automobile giant worth approximately $29 billion, Mahindra, who has been fueling the #14 SHR Dark Horse Mustang of Chase Briscoe, will now power Stewart’s NHRA ventures. Welcoming Mahindra Tractors, a brand of Mahindra USA, the team wrote, “We’re thrilled to welcome @Mahindra_US to #TSRnitro!” 

Tony Stewart and TSR Nitro welcome their old sponsor buddy to NHRA

“I’m incredibly honored to represent Mahindra Tractors and all of its dealers. We both want to continue to grow and perform – me on the racetrack and Mahindra in the marketplace. It’s a true partnership that’s valuable to both of us,” said Briscoe after his new tie-up with Mahindra Tractors took off from the 20022 season.

The multiyear partnership with the championship-winning NASCAR team co-owned by NASCAR Hall of Famer Tony Stewart and industrialist Gene Haas featured Mahindra Tractors on the Hoosier’s #14 Ford Mustang for the majority of the NASCAR Cup Series schedule from Briscoe’s second season in the organization’s elite division. Now in 2024, they will serve as TSR Nitro’s primary sponsor for two events and the associate sponsor for the remainder of the @NHRA season, confirmed the team through the official X handle.

Stewart’s partnership with Mahindra began in 2022 when the brand partnered up with the veteran to fuel Briscoe’s Ford, showcasing its robust tractors and farm equipment to the American audience. The association reaped benefits for both the team and Mahindra and they have confirmed to extend their cooperation through 2024.

Mahindra and SHR’s close history of togetherness

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‘Official Tractor of Tough’ is Mahindra’s tagline for its Tractors and Farm Equipment range. Just like the moniker suits the product, their collaboration with the tough and gritty Tony Stewart amplifies the brand’s commitment to NASCAR and its foresight into the automotive market in the US. The red-and-black #14 Mahindra Tractors Ford Mustang debuted in the non-points Busch Light Clash at the Coliseum in Los Angeles in 2022 before returning to action for the traditional start of the season with the 64 running of the Daytona 500 at the Daytona International Speedway.

With the automotive giant’s solid backing behind them, Briscoe dished out a stellar performance, finishing the “Great American Race” on the podium, coming in third. Even though the team went through a rough patch last season, its loyal partner didn’t leave the team in a time of despair but instead extended its sponsorship through 2024.

The brand also powered Briscoe’s Chili Bowl ventures, supporting the driver with his outings in the dirt racing extravaganza. On top of that, Anand Mahindra, an Indian billionaire and the chairman of the Mahindra Group personally reached out to extend his wishes and support, sharing a video of the competition-ready Mustang in its new livery back in 2022, captioned, “Ready to Rumble..”

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