- Coca-Cola continues as premier partner and official soft drink of Nascar
- Nascar will also become first major motorsport series to use zero-carbon bioethanol through Poet deal
Nascar has signed a multi-year extension to its long-term partnership with Coca-Cola North America.
The renewed agreement sees Coca-Cola continue as a premier partner and the official soft drink of the sport. The partnership also expands to include BodyArmor as the official sports drink of Nascar.
Coca-Cola has partnered with Nascar since 1998 and was one of the founding brands in the premier partnership model established in 2020, alongside Busch Light, Xfinity and Geico.
Through this updated pact, Coca-Cola will look to boost its visibility through at-track experiences, retail amplification through point-of-sale activations, and expanded storytelling across key properties such as the eNascar Coca-Cola iRacing Series.
As the official sports drink of Nascar, BodyArmor will receive category exclusivity and integrated visibility across Nascar platforms. It will also be supported by long-time partner Ryan Blaney, as well as other Coca-Cola-backed Nascar drivers including Daniel Suárez, Joey Logano, Denny Hamlin, Austin Dillon and Chase Elliott.
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“Coca-Cola has been a part of Nascar’s DNA for generations, and this extension reflects the shared values, trust, and long-term vision between our organisations,” said Michelle Byron, chief partnership and licensing officer of Nascar.
“In addition, welcoming BodyArmor as the official sports drink of Nascar further deepens our longstanding partnership with Coca-Cola, while adding a performance-focused brand that enhances our overall partnership portfolio and creates new opportunities to engage fans.”
Chris Bigda, senior director of sports marketing at Coca-Cola North America, added: “This extension represents the continued evolution of our relationship with Nascar, one that is rooted in passion, innovation, and a deep connection with fans.
“By expanding our partnership to include BodyArmor, we’re doubling down on Nascar and creating new ways to connect with athletes and fans through performance-driven brands in one of the most exciting environments in sports.”
Elsewhere, Nascar will become the first major motorsport series to use zero-carbon bioethanol through a new partnership with Poet.
As official bioethanol partner, Poet will sponsor the ‘Poet Restart Zone’ at all Nascar-owned tracks. Poet branding will also appear on all Nascar fuel cans alongside the sport’s long-time official fuel partner Sunoco.
“The partnership with Poet reflects our commitment to leverage our platform as a real-world proving ground for innovation,” said Eric Nyquist, chief impact officer of Nascar.
“As the world’s largest biofuel producer, Poet’s industry-leading technology will bring zero carbon bioethanol to our Sunoco race fuel blend, helping to drive performance on and off the track for Nascar.”
“Bioethanol is redefining what’s possible in racing by bringing high octane and maximum performance to the track under the most demanding driving conditions — now with zero carbon intensity,” said Poet founder and chief executive Jeff Broin.
“From the field to the finish line, bioethanol is the cleanest-burning liquid fuel on the market, delivering the same benefits to everyday consumers at the pump. Zero-carbon bioethanol truly changes the game, and Poet is proud to power a new era of high-intensity, low-carbon racing with Nascar.”
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