Always The One: Coca-Cola Extends NASCAR Sponsorship Ten Years

Coca-Cola Extends Marketing Partnership With NASCAR Through 2017

Coca-Cola is extending its relationship with NASCAR as the official non-alcoholic beverage provider through the 2017 season, continuing their 40-year partnership. The deal includes designations for other Coca-Cola brand products, including Powerade as the “Official Sports Beverage of NASCAR,” Dasani as the “Official Water of NASCAR” and Minute Maid as “Official Juice of NASCAR.” Coca-Cola will more prominently feature its Coke Zero brand in related sponsorship activation, including new creative to debut in early '08, track signage and Coke Zero driver appearances. The company's Glaceau brand's vitaminwater also will continue to expand its presence in NASCAR. The extension follows Coca-Cola's ten-year sponsorship of ISC announced earlier this year, which gives it exclusive beverage rights at 12 tracks in '08, before expanding to 17 venues by 2012.  Under the ISC deal, Coca-Cola also replaces PepsiCo as sponsor of NASCAR's Sprint Cup and Nationwide series races at Daytona Int'l Speedway (Coca-Cola). NASCAR CMO Steve Phelps said most NASCAR sponsorships "average around five years." Phelps: "They're certainly an iconic brand and one we want to be involved with for many, many years. It just felt right to do a longer-term deal." Coca-Cola Senior VP/Sports Marketing Bea Perez referred to Coca-Cola's NASCAR partnership as "one of the largest corporate sponsorships in the nation" (ATLANTA CONSTITUTION, 12/7).

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