Home > Views > Blogs > Playbook > Coca-Cola Extends Marketing Partnership with Nascar Through 2017
EMAIL
PRINT
RSS
SHARE
TEXT SIZE:
SHARE
Send a copy to me

Separate multiple email addresses (max 20) with commas.

0/1500

Main
Tickmaster Near Deal to Become NFL's...   Oakland A's Favored to Sign Barry Bo...
Dec 7 2007 10:21AM EST

Coca-Cola Extends Marketing Partnership with Nascar Through 2017

Coca-Cola will be part of the Nascar scene for at least another decade, as the company has extended its marketing partnership through 2017.

Coca-Cola Senior VP/Sports Marketing Bea Perez told the
Atlanta Journal-Constitution that the new deal is "one of the largest corporate sponsorships in the nation."

Coca-Cola earlier this year signed a 10-year sponsorship to replace PepsiCo as title sponsor of Nascar's Sprint Cup and Nationwide Series races at Daytona International Speedway. The company also sponsors the Coca-Cola 600, held annually at Lowe's Motor Speedway in Concord, North Carolina.

blog-nascar-coke-large.jpg Photo of Casey Mears celebrating in victory lane after winning the 2007 Coca-Cola 600 by Jason Smith/Getty Images for Nascar

Nascar has become the top spectator sport in the United States, and it ranks second in television viewers behind only the National Football League. Nascar also recently expanded into Mexico and Canada and is televised in more than 100 countries. Perez told the newspaper that the deal would allow Coke to market new products, such as Coke Zero, to a group of sports fans with exceptional brand loyalty.

"We have a long-term commitment with this sport," she said. "We want to be there. It's given us proven results."

Coke has been involved with stock car racing for more than 40 years, and the brand officially teamed with Nascar in 1998.

Then there's the "Coca-Cola Racing Family" --- drivers Greg Biffle, Jeff Burton, Carl Edwards, Denny Hamlin, Kevin Harvick, Dale Jarrett, Bobby Labonte, Mark Martin, Jamie McMurray, Kyle Petty, Elliott Sadler, Tony Stewart and Michael Waltrip all make appearances and are featured in advertising.

The juggernaut continues.


Loading...

Add Your Comment

Required fields are marked with an asterisk (*)
Add a comment

Archive

Previous
Aug
2008
Next


Also in Portfolio.com
Most Read
Most Emailed
Recently Commented