Coke Wins Racing Deal

By Kevin Keller

Atlanta, GA – Atlanta-based Coca-Cola has scored a major marketing victory with NASCAR. Now Coke is hoping a win with NASCAR also means a win with fans. Coke is expected to announce today that it has edged out Pepsi to become the official soft drink of Daytona Speedway, and nine other racetracks. The deal means Coke will not only have pouring rights at the events, but they also have a major marketing opportunity. Next year, one of the Coca-Cola brands will become the official namesake of what is now the Pepsi 400 at Daytona Speedway. Coke already holds the rights to several major raceways including Indianapolis Motor Speedway and Atlanta Motor Speedway, but according to the AJC within four years, Coke will own rights to all but five tracks that host the Nextel Cup Series. Industry experts say the deal will give Coke an advantage in the increasingly popular sport of racing, and will offer a counter to Pepsi's sponsorship of the NFL.