NASCAR Partners with Coke, Ending 25 Year Association with Pepsi
9 October 1997
NASCAR AND COCA-COLA "REV UP" NEW GLOBAL MARKETING PARTNERSHIP;
COCA-COLA TO BECOME "OFFICIAL SOFT DRINK" OF NASCAR
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
avenues.
"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,
respectively.
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
year.
In 1996, more than 10.5 million people attended NASCAR events around the
country and an additional 150 million people watched NASCAR events on
television.
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