Richmond Raceway eSports signs Coca-Cola Consolidated official partner

Photo by Richmond Raceway eSports / iRacing

By Seth Eggert, Staff Writer

Richmond Raceway’s ever expanding eSports program has partnered with Coca-Cola Consolidated.

Coca-Cola Consolidated receives naming rights of Richmond Raceway eSports’ development program. The company also becomes the official refreshment partner of the speedway’s eSports brand.

“Coca-Cola Consolidated is a long-time valued partner of Richmond Raceway,” explained Richmond President Dennis Bickmeier. “We look forward to their expanded sponsorship with Richmond Raceway eSports Fueled by Sunoco.

“As Richmond Raceway continues to be a key part of the evolution of esports in motorsports, we appreciate Coca-Cola Consolidated’s support of our esports program and our mission to connect with the next generation of race fans.”

As part of the partnership with Richmond Raceway eSports, Coca-Cola will sponsor the virtual No. 46 Toyota Camry. Jimmy Mullis drives the No. 46 Toyota Camry in the eNASCAR Coca-Cola iRacing Series. He finished 17th in the season opener at the virtual Daytona International Speedway after a multi-car wreck at the checkered flag.

“It feels great to be driving the No. 46 Coca-Cola Consolidated Toyota Camry this season for Richmond Raceway eSports Fueled by Sunoco,” explained Jimmy Mullis. “Knowing Coca-Cola Consolidated’s history in NASCAR, it is an honor to represent them in the eNASCAR Coca-Cola iRacing Series. I look forward to putting our Coca-Cola Toyota Camry up front this season.”

Coca-Cola will also support both of the five-race eSports tournaments Richmond Raceway hosts. That is on top of the company becoming the official refreshment sponsor for Richmond Raceway eSports and the sponsor of eNASCAR Coca-Cola iRacing Series driver Jimmy Mullis.

The two tournaments will utilize the NASCAR Heat 4 platform. The tournaments total a combined 20 eSports races. Both competitions are being held online in the lead up to Richmond Raceway’s two NASCAR race dates.

The NASCAR Heat 4 Sunoco Series debuted Feb. 19. The series uses both the Microsoft XBOX One and Sony PlayStation 4 consoles. The XBOX One Series takes place on Wednesdays with the Sony PlayStation 4 Series on Thursdays.

Each league will have a grand prize winner for both XBOX One and PlayStation 4 at 8:00 p.m. Eastern. The winner will receive two tickets and two FanGrounds passes to the TOYOTA OWNERS 400 on Sunday, April 19.

The first Richmond Raceway NASCAR race weekend is April 17-19 for the Toyota Spring Race Weekend, with the second on Sept. 11-12 for the NASCAR Playoff Race Weekend. Sign-up information for the Richmond Raceway eSports league can be found here.

“Coca-Cola Consolidated is always looking to find innovative ways to engage with racing fans and partners,” admitted Heather Hucks, the Senior Director of Brand Marketing at Coca-Cola Consolidated. “With the launch of Coca-Cola Energy, we are excited to provide Richmond Raceway eSports fans and drivers with a new beverage experience before, during and after iRacing competitions.”

The second race of the 2020 eNASCAR Coca-Cola iRacing Series season is Feb. 25 at 9:00 p.m. Eastern at the virtual Auto Club Speedway. The series can be watched on eNASCAR.com, Facebook, Twitch, and Youtube.

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