COTA inks five-year Coca-Cola partnership

Coca-Cola Southwest Beverages to be official soft drink, non-sparkling water and sports drink provider of Austin-based circuit.

Circuit of The Americas (COTA) has signed a five-year partnership with Coca-Cola Southwest Beverages (CCSWB).

Confirmed:

  • CCSWB to be official soft drink, non-sparkling water and sports drink provider of Austin-based circuit
  • The beverage company will also assist COTA in revamping its guest-facing recycling programme with Coca-Cola-shaped recycle bins
  • Two mural projects – one by Fan Field in the Grand Plaza and another by the Main Grandstand – will be led by CCSWB
  • CCSWB will have on-site activations for many COTA events across the calendar

Context:

Dallas-based CCSWB is one of the largest Coca-Cola bottlers in the US. The beverage company produces, markets and distributes Coca-Cola brands throughout Texas and parts of New Mexico, Oklahoma and Arkansas. 

Comment:

Scott Wessels, vice president of commercial partnerships at the Circuit of The Americas, said: “We’re thrilled to have Coke back as a partner as we continue our mission to become the world’s most iconic sports and entertainment destination. So much of this partnership is centered on sustainability, community, and fan experiences, and that’s a recipe for long-term success. We know fans will love having Coke beverages in their hands during their favourite events.”

Consequence:

COTA’s motorsport calendar sees the likes of Formula One, Nascar, MotoGP and the World Endurance Championship visit every season. It is unclear how far this partnership will extend, though, with Formula One famously averse to local sponsors having visibility at its race weekends. 

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