Motiva Makes Long-Term Deal to License 76 Brand

HOUSTON — Phillips 66 and Motiva Enterprises LLC 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. 

According to the two Houston-based companies, this agreement will offer more options for high-quality products to wholesalers in the region. Terms of the deal were not disclosed. Implementation plans for the brand across the new territory are being developed by the two companies. 

Owned by Phillips 66, the 76 brand represents Top Tier gas at more than 1,800 retail fuel sites in the United States.

"Part of the Phillips 66 U.S. marketing strategy is to leverage the equity in our 76 brand in the Gulf Coast and East Coast through licensing," 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." 

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. 

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 is: Alabama, Connecticut, Delaware, Florida, Georgia, Kentucky, Louisiana, Massachusetts, Maine, Maryland, Mississippi, New Hampshire, New Jersey, New York, North Carolina, Pennsylvania, Rhode Island, South Carolina, Tennessee, Vermont, Virginia, West Virginia, Washington, D.C., and portions of Arkansas, Missouri, Oklahoma and Texas. 

Houston-based 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, is an integral asset in the portfolio.