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SBD/10/Sponsorships Advertising Marketing
COCA-COLA/NASCAR FIVE-YEAR DEAL REPORTEDLY WORTH $100M
Published October 10, 1997
NASCAR and Coca-Cola officially announced a five-year marketing partnership which will make Coke the "Official Soft Drink" of NASCAR, beginning January 1. As part of the deal, Coca-Cola plans special ads, in-store displays, packaging and promotions. Coca-Cola will also extend its interactive sports-themed attractions -- such as Coca-Cola Olympic City and Coca-Cola Skyfield at Turner Field -- to NASCAR racing. In addition, a touring, interactive Coca- Cola/NASCAR experience will be on display at festivals and NASCAR events throughout the U.S. Along with media support, which covers TV, radio, print and the Web, Coca-Cola will also feature NASCAR in movie theaters as part of its pre- feature programming (NASCAR). AD AGE reports that the deal is worth an "estimated" $100M (AD AGE, 10/10). Coca-Cola takes over the sponsorship from PepsiCo (THE DAILY). MC-NOTES: McDonald's will renew its funding of Bill Elliott Racing for multiple years. McDonald's has been Elliott's primary sponsor since '95 (STAR-NEWS, 10/10). ...InterZine's iRACE has launched a series this week on safety in auto racing titled "The Race For Safety" (iRACE).