Phillips 66, Motiva sign long-term deal for 76 brand

Phillips 66 and Motiva Enterprises LCC signed an exclusive long-term brand license deal for the 76 brand covering 26 eastern and Gulf Coast states of Motiva's operating territory.

Owned by Phillips 66, the 76 brand represents Top Tier fuel currently supplied at more than 1,800 fuel retail service stations in the USA.

“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.

Houston-based Motiva refines petroleum products at three refineries and markets gasoline, diesel and other petroleum products in 26 states and Washington, D.C., through a network of more than 8,200 Shell-branded service stations, as well as unbranded wholesalers.

"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.