US: Coca-Cola ups NASCAR tie-up
The Coca-Cola Company has extended its sponsorship agreement with NASCAR in the US by a further 10 years.
The soft drinks giant said late last week that its deal with the motor car racing body will now run until 2017. Financial details of the deal were not disclosed.
The extension of Coca-Cola's relationship with NASCAR follows the recent announcement of a ten-year sponsorship agreement with International Speedway Corporation (ISC), making Coke "the leading soft drink pour across NASCAR-sanctioned tracks", the company said. Through partnerships with ISC and Speedway Motorsports, Inc., Coca-Cola will be present at 12 race tracks in 2008 before expanding to 17 race tracks by 2012. Coca-Cola will make its ISC debut in February 2008 at the 50th running of the Daytona 500.
"Over the past ten years, we've built a deep connection between our brands, NASCAR, and its fans, and by extending our NASCAR partnership, we will intensify that bond," said Sandy Douglas, president of Coca-Cola North America. "During the next decade, we'll be creating even more programmes that bring fans closer to our brands and the sport they love - both at the track and beyond."
The deal extends Coca-Cola North America's position as the exclusive non-alcoholic beverage sponsor for NASCAR, including designations for Coca-Cola, the 'Official Sparkling Beverage of NASCAR', POWERade, the 'Official Sports Beverage of NASCAR', Dasani, the 'Official Water of NASCAR' and Minute Maid, the 'Official Juice of NASCAR'.
Coca-Cola also said that its Coke Zero brand will play a more prominent role in NASCAR sponsorship activation moving forward, including new advertising debuting early next year, track signage and Coke Zero driver appearances. Recently-purchase glacéau vitaminwater will continue to expand its presence within the sport as well, the company concluded.
Coca-Cola began its relationship with NASCAR in 1998. 'The Coca-Cola 600' is the longest continuous sponsorship of any race in NASCAR. Next year, Coca-Cola will also assume title sponsorship of the NASCAR Sprint Cup Series and NASCAR Nationwide Series races at Daytona International Speedway in July. An official announcement of the new race names will be made early next year.
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