Kroger has extended its retail licensing partnership with the Daytona International Speedway until the 2014 Daytona 500.

The Cincinnati-based grocery chain also sponsored three cars at this year's Daytona 500 - taking the full paint scheme on Marcos Ambrose's No. 47 Toyota, and the rear panel on Kyle Busch's No. 18 Toyota and Clint Bowyer's No. 33 Chevrolet - after trading floor space in its 2,500 American outlets with the cars' regular sponsors.

Among the companies to trade with Kroger was Mars, whose director of sponsorship and sports marketing Philip Grieco told the Sports Business Journal: "We're always looking for ways to gain additional floor space. It's another touchpoint for a consumer beyond the candy aisle and the check-out counter."

Kroger's association with the Daytona International Speedway began in 2007. The company ran the largest retail promotion in Nascar history ahead of the 2008 Daytona 500, with 50 brands contributing special packaging designs to commemorate the 50th edition of the race.