By Jacob Seelman, Featured Contributor
DAYTONA BEACH, Fla. – For the Elliott family, Thursday’s news announcement at Daytona Int’l Speedway could be characterized by the refrain, “What’s old is new again.”
Twenty-five years after his father, two-time Daytona 500 winner Bill Elliott, was named as a founding member of the Coca-Cola Racing Family, Chase Elliott was added to the iconic club’s NASCAR lineup.
Elliott’s inclusion into the Coca-Cola Racing Family comes as the Coca-Cola Company joins Hendrick Motorsports as the Official Beverage Partner of Elliott and the No. 9 Chevrolet Camaro ZL1 team.
The Atlanta-based company will serve as an associate partner on Elliott’s NAPA Auto Parts Camaros throughout the NASCAR Cup Series season, beginning with Sunday’s 65th running of the Daytona 500.
Coca-Cola branding will also be visible on Elliott’s firesuit, as well as the team uniforms and equipment.
One of motorsports’ most iconic corporate sponsors, Coca-Cola’s history in NASCAR includes title sponsorship of the famed Coca-Cola 600 at Charlotte Motor Speedway since 1985 and Premier Partner status with the NASCAR Cup Series since 2020.
“Coca-Cola is proud to welcome Chase to its Coca-Cola Racing Family and launch its partnership with Hendrick Motorsports,” said Chris Bigda, director of sports marketing, The Coca-Cola Company, North America. “Continuing to partner with the Elliott family is an honor and thrilling legacy, as Chase joins our Coca-Cola Racing Family 25 years after his father Bill Elliott was a founding member back in 1998.
“We’re excited for our future together and refreshing this championship team on and off the track.”
Elliott became the third-youngest driver in history to win the NASCAR Cup Series championship in 2020 and boasts 18 Cup Series victories over his seven full-time seasons.
He is the sport’s five-time reigning NMPA Most Popular Driver and is coming off a solid year in 2022 that saw him win a series-leading five races, capture the regular-season title and make the Championship 4.
“I’m excited to partner with an iconic brand like Coca-Cola that has Georgia roots just like me,” Elliott said. “Coke has a deep history in the sport and I’m proud to represent a company that has backed some of NASCAR’s greatest drivers throughout the years, including my dad.
“I look forward to seeing what we will accomplish together this season and hopefully for years to come.”
Elliott will be seeking to deliver car owner Rick Hendrick a record-extending 292nd Cup Series victory and record-tying ninth Daytona 500 triumph during The Great American Race this weekend.
“Chase and Coca-Cola are a perfect match on so many levels,” noted Jeff Gordon, vice chairman of Hendrick Motorsports. “Pairing one of the world’s most recognized brands with the sport’s Most Popular Driver will present a lot of opportunities.
“The No. 9 team is poised for another great year, so we plan to keep plenty of Coke on ice and celebrate those big moments together.”