Nascar, US motorsport’s preeminent stock car racing organisation, and the International Speedway Corporation (ISC), which operates motorsport facilities across the US, have extended their partnerships with Coca-Cola until the end of 2023.
The beverage company will continue in its role as Nascar’s official soft drink partner, which it has held since 1998. The renewed deal includes Nascar’s three national series and 12 ISC-operated tracks, and transfers the separate agreements between ISC, Nascar and Coca-Cola into one inclusive partnership.
The financial terms of the extensions have not been disclosed.
The company’s marketing strategy includes its ‘Coca-Cola Racing Family’, which sees Nascar racing drivers Austin Dillon, Denny Hamlin, Kyle Larson, Joey Logano, Ryan Newman, Daniel Suarez and Darrell Wallace Junior feature in its advertising, promotions and packaging.
“We’re elated to announce an extension to this winning formula,” said Stuart Kronauge, senior vice president of marketing, and business unit president of USA operations at Coca-Cola. “The association with Nascar, iconic tracks across the country, the Coca-Cola 600 and the Coca-Cola 400, and the drivers of the Coca-Cola Racing Family creates an ideal relationship between the brands, the sport and fans.
“It allows for a fully integrated experience that connects Coca-Cola with Nascar fans at every level - locally, nationally, at the track, in store, at home and elsewhere.”
“Our continued partnership with Coca-Cola is a product of a long history of successful collaboration,” said Steve Phelps, vice present and chief global sales and marketing officer at Nascar. “Partnering with a global company like Coca-Cola puts Nascar in front of a massive scope of consumers while providing our partners direct engagement with the most brand faithful fanbase in sports.”
“This renewed relationship highlights how committed Coca-Cola is to engage the most brand loyal fans in sports,” said Daryl Wolfe, chief sales and partnership officer at Nascar and ISC. “Coca-Cola is deeply integrated across our sport, including track pouring rights, race entitlements and relationships with drivers - all adding up to a valued partnership. The company has been a longtime supporter of Nascar, and we are thrilled to embark on the next expanded phase of our partnership.”