NASCAR, ISC refresh deal with Coca-Cola

Nigel Kinrade/NKPPhoto

By Caleb Whisler, Staff Writer

NASCAR and International Speedway Corporation has inked a refreshing new extension with Coca-Cola through 2023, building on a 50-year relationship between the parties.

This extension continues a deep-rooted history between Coca-Cola by engaging with NASCAR fans across all three national series and 12 ISC-operated tracks. This deal is the first ever integrated agreement to bring the value of Coca-Cola across the sanctioning body and ISC combined.

“We’re elated to announce an extension to this winning formula,” said Stuart Kronauge, SVP of Marketing & Business Unit President of USA Operations, The Coca-Cola Company. “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.”

Coca-Cola and Speedway Motorsports Incorporated inked an extension in 2017 that goes through 2020. With this new partnership with ISC and NASCAR, Coca-Cola will be served at 21 race tracks across the United States.

“This renewed relationship highlights how committed Coca-Cola is to engage the most brand loyal fans in sports. 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,” said Daryl Wolfe, chief sales and partnership officer, NASCAR and ISC. “The company has been a longtime supporter of NASCAR, and we are thrilled to embark on the next expanded phase of our partnership.”

Coca-Cola became an official partner of NASCAR in 1998. This new deal solidifies its position as the official soft drink of NASCAR. This extension continues the Coca-Cola Racing Family, a marketing strategy for Coca-Cola—which includes Austin Dillon, Denny Hamlin, Kyle Larson, Joey Logano, Ryan Newman, Daniel Suarez and Darrell “Bubba” Wallace Jr.

Coca-Cola will also continue its sponsorship of the NASCAR Salutes program, which honors members of the armed services at race tracks annually. Coca-Cola also partners with NASCAR for the Troops to the Track program, hosting service members of all military branches at each race track.

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