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NASCAR Partners with Coke, Ending 25 Year Association with Pepsi

9 October 1997


    ATLANTA. GA (October 9, 1997)-- NASCAR and The Coca-Cola Company today 
waved the green flag on the start of a marketing partnership that will bring 
the passion and excitement of NASCAR racing and the refreshing appeal of the 
world's favorite soft drink to millions of fans as never before.

    Coca-Cola classic, the world's leading beverage brand, will become the 
"Official Soft Drink" of NASCAR, one of the world's fastest growing and 
most popular spectator sports, beginning January 1, 1998. As part of a 
comprehensive, five-year global agreement, The Coca-Cola Company and NASCAR 
will create marketing activities that bring the spirit of NASCAR to life for 
consumers, both inside and beyond the track, while sharing the irresistible 
refreshment of Coca-Cola with fans.

    "The passion of NASCAR racing fans is unsurpassed in sport, and our 
passion for refreshing those fans is just as strong," said M. Douglas 
Ivester, president and chief operating officer, The Coca-Cola Company. "We 
see enormous opportunities to partner with NASCAR in a variety of ways that 
will create excitement for race fans and bring value to our business system 
and our customers."

    "We're looking forward to partnering with the world's most recognizable 
brand, Coca-Cola," said Bill France, president of NASCAR. "The comprehensive 
and innovative approach to marketing planned by Coca-Cola will help refresh 
and energize the way fans experience NASCAR racing both at and away from the 
track. With its infrastructure and resources we couldn't have a better 
partner than The Coca-Cola Company to grow and build the sport of NASCAR."

    The powerful imagery of NASCAR and Coca-Cola classic will be seen 
throughout the marketplace with specially created advertising, in-store 
displays, packaging and promotions -- all giving NASCAR enthusiasts new 
access to their favorite sport.

    The partnership also will involve innovative marketing alliances drivers, 
teams and tracks that capture the strong sense of family, friends and shared 
experiences that connect with NASCAR in ways only Coca-Cola classic can.

    The Company also plans to extend its successful experience with 
interactive sports-themed attractions such as Coca-Cola Olympic City and 
Coca-Cola Skyfield at the Atlanta Braves' Turner Field -- to NASCAR racing. A 
touring, interactive Coca-Cola/NASCAR experience will replicate the on-track 
racing thrills for millions of fans at state fairs, festivals and NASCAR 
events throughout the country.

    The agreement also includes a significant media program that covers 
television, radio, print and the World Wide Web.

    In addition, NASCAR will enter a new venue --movie theatres -- as part of
Coca-Cola's popular pre-feature entertainment program and special promotions 
in selected locations.

    An array of signature NASCAR and Coca-Cola licensed merchandise -
everything from clothing and caps to collectibles - will be available at 
tracks, NASCAR events, Coca-Cola retail stores and other outlets.

  "Coca-Cola's commitment to promote our sport could well set a new benchmark 
in promoting and benefitting the sport's drivers, teams and tracks," said 
Brian France, vice president of marketing & communications for NASCAR. "They 
have more reach than any other brand in the world and they have committed to 
leveraging their sponsorship through traditional as well as non-traditional 

    "This comprehensive agreement is an example of the type of marketing 
agreements that NASCAR is committed to executing in the future through our New
York City office."

    The new agreement with NASCAR is part of The Coca-Cola Company's 
long-established strategy to loin with sports and entertainment properties 
that are meaningful to the people who drink its product. Central to this 
approach is activation through marketing programs that build its business by 
bringing fans closer to their favorite sports and their favorite soft drinks.

    Through its associations with tracks and racing teams, The Coca-Cola
Company and its bottling partners have been involved in NASCAR for more than 
30 years The Company is title sponsor of the Coca-Cola 600 in Charlotte and 
the NASCAR Busch Series Coca-Cola 300 race in Dallas. The Company sponsored 
cars from 1969-76 and 1990-94 under the Coca-Cola and Mello Yello brands, 

Drivers currently affiliated with the Company are Bill Elliott and Kyle Petty.

    NASCAR will celebrate its 50th Anniversary in 1998 with activities 
officially kicking-off at the 1997 NASCAR Winston Cup Series Banquet where 
the 50th NASCAR Winston Cup champion will be crowned. In 1998 the 50th 
Anniversary will be divided into four quarterly themes: the first quarter 
will focus on NASCAR history, the second will feature the greatest drivers 
and racing rivalries of NASCAR, the third quarter will be a country music 
salute to NASCAR, and the fourth quarter will be a tribute to NASCAR fans.

    NASCAR is the most competitive form of motorsports in the world, Close,
side-by-side competition is the foundation for NASCAR-style racing as it 
strives to continue to make stock car racing in the United States highly 
competitive, affordable and entertaining at approximately 2,000 events in 12 
racing divisions at more than 100 tracks throughout the United States each 

    In 1996, more than 10.5 million people attended NASCAR events around the
country and an additional 150 million people watched NASCAR events on 

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