Motiva, Phillips 66 Sign 76 Brand Deal

Licensing agreement leverages classic brand's equity, complements refiner-marketer's portfolio

76 Brand

HOUSTON -- Phillips 66 and Motiva Enterprises LLC have signed an exclusive long-term brand license agreement for the 76 brand covering the 26 eastern and Gulf Coast states of Motiva’s operating territory. The mutually beneficial agreement will offer more options for branded products to wholesalers in the region.

Owned by Phillips 66, the 76 brand represents Top Tier gasoline currently supplied at more than 1,800 retail gas stations in the United States.

“Part of the Phillips 66 U.S. Marketing strategy is to leverage the equity in our 76 brand through licensing its use in the Gulf Coast and East Coast,” said Brian Mandell, president of marketing for Phillips 66. “76 has been on the driver's side for more than 80 years now, and licensing the 76 brand in these markets will strengthen the brand nationwide.”

Motiva refines petroleum products at three refineries and markets gasoline, diesel and other petroleum products in 26 states and the District of Columbia through a network of more than 8,200 Shell-branded gas stations as well as unbranded wholesalers.

In addition to marketing under the 76 brand, the company will continue to market products under the Shell brand.

“By utilizing 76 as an alternative brand, Motiva will capture opportunities to brand additional stations within our market area,” said Bill Spurgeon, vice president of fuels sales and marketing for Motiva. “These stations will complement our existing portfolio and position us as a complete and competitive supplier to our customer base.”

Motiva’s operating territory includes Alabama, Connecticut, Delaware, Florida, Georgia, Kentucky, Louisiana, Maine, Maryland, Massachusetts, Mississippi, New Hampshire, New Jersey, New York, North Carolina, Pennsylvania, Rhode Island, South Carolina, Tennessee, Vermont, Virginia, West Virginia, the District of Columbia and portions of Arkansas, Missouri, Oklahoma and Texas.

The companies did not disclose the terms of the agreement. They are developing brand implementation plans for the new territory.

Phillips 66 is a diversified energy manufacturing and logistics company. With a portfolio of midstream, chemicals, refining, and marketing and specialties businesses, the company processes, transports, stores and markets fuels and products globally. Phillips 66 Partners, the company's master limited partnership (MLP), is an integral asset in the portfolio. Based in Houston, Phillips 66 had $49 billion of assets as of Dec. 31, 2015.

Also based in Houston, Motiva refines, distributes and markets petroleum products. With three refineries in the U.S. Gulf Coast region, Motiva has a combined capacity of more than 1.1 million barrels per day. The is owned equally by affiliates of Saudi Aramco and Shell Oil Co.