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Extension Builds on over-50 year History between Coca-Cola and the Sport
The Coca-Cola Company, NASCAR and the International Speedway Corporation (ISC) announced plans to extend their longstanding partnership through 2023.
The extension will enable the beverage brand to build on its more than 50-year history with the sport by engaging racing fans across NASCAR’s three national series and 12 ISC-operated race tracks.
“We’re elated to announce an extension to this winning formula. The association with NASCAR, iconic tracks across the country, the Coca-Cola 600 and the Coca-Cola 400, and the Coca-Cola Racing Family drivers create an ideal relationship between the brands, the sport and fans. It allows for a fully integrated experience that connects our brand with NASCAR fans at every level – locally, nationally, at the track, in store, at home and elsewhere,” said Stuart Kronauge, SVP, Marketing & Business Unit President of USA Operations, Coca-Cola North America.
While the brand has been involved with stock car racing for 50 years, it became an Official Partner of NASCAR in 1998. The extended agreement furthers the brand’s position as the “Official Soft Drink of NASCAR.”
A signature connection point is the Coca-Cola Racing Family – a group of top drivers including Austin Dillon, Denny Hamlin, Kyle Larson, Joey Logano, Ryan Newman, Daniel Suarez and Darrell Wallace Jr.
The Racing Family, which has been around for 20 years, makes appearances on behalf of the brand and is featured in advertising, promotions and packaging.
The extended relationship with ISC will continue the brand’s position as the leading soft drink pour across NASCAR-sanctioned tracks. Through partnerships with ISC and Speedway Motorsports, Inc., it will be refreshing fans at 21 race tracks in 2018.
“Our renewed relationship underscores how committed Coca-Cola is to enhance the race experience for our fans. The brand’s deep involvement in our sport, including track pouring rights, race entitlements and relationships with the drivers – all add up to a valued partnership. The company has been a long-time supporter of NASCAR, and we are thrilled to embark on this next expanded phase of our partnership,” said Daryl Wolfe, Chief Sales and Partnership Officer, NASCAR and ISC.
Coca-Cola was a global winner of the World Branding Award 2017-2018, in the Beverages-Softdrinks category.
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