THE NASCAR LIFESTYLE -- THE CHOICE OF A NEW GENERATION?
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).