Auto-Owners Insurance Extends NASCAR Deal Monster Planning To "Bring A Party" To NASCAR Mondelez Quietly Ends NASCAR Sponsorship Suarez Could Lead NASCAR's Diversity Push Carl Edwards Shockingly Retires From NASCAR Sources: NASCAR Considering Significant Changes Atlanta Motor Speedway To Repave Surface NASCAR's Jim O'Connell Resigns After 11 Years NASCAR Unsure About Status Of "Premier Series" Coke Vs. Pepsi At Bowl Venues
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).