Indianapolis Motor Speedway Signs Pepsi After Coke Deal Expires
Indianapolis Motor Speedway today will announce that Pepsi is taking over pouring rights, as the track’s longtime deal with Coke expired. Terms were not revealed for the new multiyear PepsiCo deal, which will see Pepsi and Mountain Dew become IMS’ official sodas and Aquafina its official water. PepsiCo products will be the exclusive sodas and waters sold in concession stands and provided in suites throughout IMS for all events, including the Indianapolis 500. The move is somewhat of a surprise, as Coke has had a longstanding partnership at IMS, though Pepsi did interrupt that run for a handful of years in ’98 when it became a partner of IMS and the Indy Racing League. Coke eventually took back over the rights. Soda deals with venues are multifaceted because they involve both pouring rights and marketing opportunities. Coke still has a major, multi-million dollar presence in NASCAR and in the NHRA, the latter of which sees its Mello Yello serve as a series title sponsor.