Coca-Cola is expanding its long-term partnership with NASCAR through 2017. The sponsorship commitment, one of the most significant in professional sports, allows multiple Coca-Cola brands to connect with racing fans and support NASCAR at all levels.
The extension of the company’s relationship with NASCAR follows the new 10-year sponsorship agreement with International Speedway Corporation (ISC), making Coke the leading soft drink pour across NASCAR-sanctioned tracks. Through partnerships with ISC and Speedway Motorsports, Inc., Coca-Cola will be refreshing fans at 12 race tracks in 2008 before expanding to 17 race tracks by 2012. Coca-Cola will make its ISC debut in February 2008 at the 50th running of the Daytona 500 at famed Daytona International Speedway.
“The relationship between Coca-Cola and NASCAR is successful because we share the same passion to refresh and enhance the racing experience for fans. Over the past 10 years, we’ve built a deep connection between our brands, NASCAR, and its fans, and by extending our NASCAR partnership, we will intensify that bond,” says Sandy Douglas, president, Coca-Cola North America. “During the next decade, we’ll be creating even more programs that bring fans closer to our brands and the sport they love-–both at the track and beyond.”
The deal extends Coca-Cola North America’s position as the exclusive non-alcoholic beverage sponsor for NASCAR, including designations for Coca-Cola, the “Official Sparkling Beverage of NASCAR,” POWERade, the “Official Sports Beverage of NASCAR,” DASANI, the “Official Water of NASCAR” and Minute Maid, the “Official Juice of NASCAR.” Coke Zero is set to play a more prominent role in NASCAR sponsorship activation moving forward, including new advertising debuting in early 2008, high-visibility track signage and Coke Zero driver appearances. The company’s newest brand, glacéau vitaminwater, will continue to expand its presence within the sport as well.
“Coca-Cola’s iconic status and deep involvement in the sport of NASCAR–including official beverage status, track pouring rights, race entitlements, and relationships with the drivers and teams in the Coca-Cola racing family – add up to a very valuable partnership,” says Steve Phelps, chief marketing officer at NASCAR. “Fans will now see new Coca-Cola brands involved in the sport, supporting the drivers, teams and races they love. In addition to its always memorable creative and widespread promotions, Coke also does a great job getting its employees and entire bottling system excited about NASCAR, which in turn provides valuable exposure to the sport nationwide. The company has been a long-time supporter of NASCAR, and we are thrilled to embark on this next expanded phase of our partnership.”
