Headquartered in Houston, Mahindra Ag North America seeks to increase their market share across the country, selling tractors and other heavy-duty equipment. In 2021, PSP stepped into a new space by becoming the sports marketing agency representing Mahindra, with the goal to facilitate a partnership with a NASCAR Cup Series team to grow brand awareness, increase social share of voice and sentiment and build its sphere of influence. In the summer of 2021, PSP conducted an RFP which led us to the right partner for Mahindra. A few months later, a partnership with Stewart-Haas Racing LLC on the #14 Mahindra Tractors Ford Mustang driven by Chase Briscoe was announced for the 2022 season which has already seen several highlights, including Briscoe’s first-ever Cup Series win (which of course occurred in Mahindra red).