NASCAR Hires Brent Dewar As COO Mohr Roasts Patrick, Others At NASCAR Banquet 'Dega To Remove Allison Grandstand France Trying To Improve NASCAR Product MMF: Ways To Attract A New Audience Rick Allen Named NBC's Lead NASCAR Voice MMF: Compelling Digital Content A Necessity NBC Adds Jeff Burton As NASCAR Analyst MMF: Johnson Reflects On Early Days Of His Brand Exposure Value Up For Jimmie Johnson
SBD/16/Sponsorships Advertising Marketing
THE NASCAR LIFESTYLE -- THE CHOICE OF A NEW GENERATION?
Published February 16, 1995
Pepsi has signed a three-year agreement to become the Official Soft Drink of NASCAR. According to NASCAR, "Pepsi's plans include a program that will honor a NASCAR fan with an award of appreciation at all 31 NASCAR Winston Cup events, as well as a Pepsi/NASCAR Fan Club and promotions and sweepstakes in all local markets." NASCAR VP for Marketing & Corporate Communications Brian France: "Pepsi is recognized as a world leader in its creative use of media and packaging." PepsiCo Exec VP of Marketing Brian Swette: "We're thrilled to be broadening our relationship with the most popular and fastest-growing spectator sport. We'll leverage the power of NASCAR racing with the popularity of Pepsi. It's a perfect marriage." PepsiCo currently sponsors the Pepsi 400 Winston Cup event at Daytona, FL, in July and the Mountain Dew Southern 400 at Darlington, SC, in September (NASCAR).