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. Following an RFP process in the summer of 2021, a partnership with Stewart-Haas Racing LLC on the #14 Mahindra Tractors Ford Mustang driven by Chase Briscoe was announced for the 2022 season. Later in the year, Mahindra expanded their portfolio into another new space: rodeo. PSP continues to provide guidance in navigating the sport and managing athlete relationships.