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Coca-Cola Sponsorships: NASCAR

By:  The Coca-Cola Company Jan 1, 2012
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An Enduring Partnership

About NASCAR

  • The NASCAR abbreviation stands for National Association of Stock Car Auto Racing.
  • NASCAR was born in February of 1948 under the leadership of Bill France, Sr. and is currently celebrating its 63rd year as "America's favorite sport." The NASCAR organization continues to be managed by the France family, with the late Bill France, Jr. stepping down in 2003 and appointing his son, Brian France, CEO and Chairman of the Board.
  • Forty-three (43) teams compete weekly in a 36-race series schedule that spans February to November.
  • The NASCAR SPRINT Cup Series visits 23 tracks in a variety of states including California, Florida, Michigan, New Hampshire and Texas.

About Coca-Cola and NASCAR

Coca-Cola has been involved with stock car racing for more than 50 years and has been the official sparkling beverage of NASCAR since 1998. Its long-term partnership with NASCAR runs through the 2017 season.

In addition, Coca-Cola has long-term relationships with the sports' two leading racetrack management companies, International Speedway Corporation (ISC) and Speedway Motorsports, Inc. (SMI). Through partnerships with ISC, SMI and Indianapolis Motor Speedway, Coca-Cola is refreshing fans at 18 major racetracks, making The Coca-Cola Company the leading non-alcoholic beverage supplier for NASCAR-sanctioned tracks.

A signature part of the brand's NASCAR association is the Coca-Cola Racing Family -- a group of top drivers that includes Greg Biffle, Clint Bowyer, Kurt Busch, Jeff Burton, Denny Hamlin, Bobby Labonte, Joey Logano, Jamie McMurray, Ryan Newman and Tony Stewart. Coca-Cola also maintains relationships with drivers Kevin Harvick, David Ragan, and Elliott Sadler and with alumni drivers Dale Jarrett, Ned Jarrett, Kyle Petty and Michael Waltrip. Coca-Cola Racing Family members make appearances and are featured in advertising, promotions and packaging.

In addition, the Coca-Cola 600, held annually at Charlotte Motor Speedway in Concord, N.C., is the longest continuous sponsorship of any race in NASCAR and celebrated its 26th anniversary in 2010. July Fourth weekend in 2011 will mark the fourth running of the Coke Zero 400 Powered by Coca-Cola.

Combining the overall Coca-Cola NASCAR relationship, the association with a majority of tracks, the Coca-Cola 600 and Coke Zero 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.