Coca-Cola signs on as eNASCAR iRacing entitlement sponsor

Photo by iRacing

By Seth Eggert

A new season means a new entitlement sponsor, Coca-Cola, for the eNASCAR iRacing World Championship Series.

The eNASCAR Coca-Cola iRacing Series enters its’ 11th season as the longest running eSports series. NASCAR’s only officially sanctioned eSports series touts 40 sim-racers aligned with both endemic teams and specialty eSports teams.

Premier NASCAR partner Coca-Cola will hold the entitlement sponsorship for the eNASCAR Coca-Cola iRacing Series for years to come. The new sponsorship will include an increased prize pool over $300,000. The 2020 eNASCAR Coca-Cola iRacing Series Champion will walk away with a $100,000 prize.

NASCAR’s senior vice president and chief digital officer, Tim Clark, explained:

“The audience surge and growth our eNASCAR platforms experienced in 2019 was the result of the most talented gamers delivering some of the best weeknight racing. The momentum heading into this eNASCAR Coca-Cola iRacing Series season will continue with unprecedented collaboration across the industry and help usher in the next generation of race fans.”

The 2019 eNASCAR Coca-Cola iRacing Series saw the first time that endemic NASCAR teams stepped into the eSports limelight. Those teams included Joe Gibbs Racing, Wood Brothers Racing, JR Motorsports, Roush-Fenway Racing, and JTG-Daugherty Racing.

Then Roush-Fenway driver Zack Novak won the championship in a thrilling battle with Keegan Leahy at the virtual Homestead-Miami Speedway. Motorsport Simulations president Tony Gardner stated:

“eNASCAR Coca-Cola iRacing Series competition and race broadcasts showcase some of the toughest racers and creates new entry points for motorsports fans. With an increased prize pool to more than $300,000, the 2020 season is shaping up to be an epic contest between the best iRacers in the world.”

The 2019 season also marked the first time that the eNASCAR Coca-Cola iRacing Series was broadcast live on NBCSN’s NASCAR America. The eNASCAR iRacing All-Star Race at the virtual Iowa Speedway was the first eSports race broadcasted on NBCSN. The season-finale at the virtual Homestead-Miami Speedway was also broadcasted on national TV.

The Coca-Cola Company’s Director Sports Marketing and Activation — Motorsports, Chris Bigda expressed:

“eNASCAR presents a unique opportunity for Coca-Cola to engage with consumers through some of the best eSports competition that exists today. Through our new position as a NASCAR Premier Partner we’re exploring innovative ways to activate across the sport. This series allows us to connect with race fans, identify new talent and ultimately, celebrate champions with refreshing ice-cold Coca-Cola.”

The 2020 season has seen the continued expansion of the eNASCAR Coca-Cola iRacing Series. Stewart-Haas Racing has joined the series along with teams owned by William Byron, Denny Hamlin, Kyle Larson, and the Virtual Racing School.

The 2020 season begins at the virtual Daytona International Speedway on Feb 11 at 9 p.m. ET. The race will be broadcasted live on Facebook, Twitch, Youtube, and

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