Coca-Cola Expands 40-Year Relationship With NASCAR
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Atlanta
Dec 07, 2007
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Coca-Cola is expanding upon its 40-year relationship with NASCAR by extending its long-term partnership with the sanctioning body through 2017. The sponsorship commitment, one of the most significant sports sponsorships, allows multiple Coca-Cola brands to connect with racing fans and support NASCAR at all levels – from helping to fund grassroots racing to associating with some of the biggest names in the NASCAR Sprint Cup Series.
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,” said 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 creative to debut 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,” said 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.”
While Coca-Cola has been involved with stock car racing for more than 40 years, the brand officially teamed with NASCAR in 1998. A signature part of the brand’s innovative marketing approach is the Coca-Cola Racing Family – a group of top drivers that includes Greg Biffle, Jeff Burton, Denny Hamlin, Kevin Harvick, Dale Jarrett, Bobby Labonte, Mark Martin, Jamie McMurray, Kyle Petty, Elliott Sadler, Tony Stewart and Michael Waltrip. Coca-Cola Racing Family members make appearances and are featured in advertising, promotions and packaging.
In addition, the Coca-Cola 600, held annually at Lowe’s Motor Speedway in Concord, N.C., is the longest continuous sponsorship of any race in NASCAR. In 2008, Coca-Cola also will assume title sponsorship of the NASCAR Sprint Cup Series and NASCAR Nationwide Series races at Daytona International Speedway during Fourth of July weekend. An official announcement of the new race names is expected early next year.
