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Volume 24 No. 156
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Coca-Cola Becomes Exclusive Soft Drink Of Kentucky Derby In Five-Year Agreement

Churchill Downs Inc. has signed a five-year deal with Coca-Cola that makes it the "official and exclusive soft drink of the Kentucky Derby," according to Liz Mullen of SPORTSBUSINESS JOURNAL. Coca-Cola "replaces Pepsi, which had a deal" with the racetrack going back to '99. Coca-Cola "will produce" special commemorative bottles for the 144th running of the Derby next May. In addition to pouring rights, Coca-Cola is "planning promotions and activations during Derby Week." CDI VP/Partnerships Kristin Warfield said, "We had a wonderful partnership with Pepsi. It’s just sometimes change is somewhere you need to go. And we found a fantastic partner in Coca-Cola" (SPORTSBUSINESS JOURNAL, 11/20 issue).