Coca-Cola And Speedway Motorsports Toast Partnership Extension
New Agreement Consolidates Relationship with Key Tracks Through 2015
ATLANTA - Thirsty race fans taking in the action at some of the most popular NASCAR® racetracks can continue to enjoy an ice-cold Coca-Cola for years to come. Speedway Motorsports, Inc. (SMI) and Coca-Cola North America (CCNA) are extending their long-term partnership through 2015, ensuring NASCAR fans who visit premier speedways in locations such as Charlotte, Atlanta and Las Vegas can open a Coke and Open Happiness as they cheer on their favorite drivers.
Under the terms of the new agreement, CCNA brands will continue as the “Official Soft Drink,” “Official Sparkling Beverage,” “Official Water, ”Official Sports Drink“ and ”Official Enhanced Water" for six SMI tracks, which include:
* Atlanta Motor Speedway (Hampton, GA)
* New Hampshire Motor Speedway (Loudon, NH)
* Infineon Raceway Speedway (Sonoma, CA)
* Las Vegas Motor Speedway (Las Vegas, NV)
* Charlotte Motor Speedway (Concord, NC)
* Texas Motor Speedway (Ft. Worth, TX)
The agreement also features title sponsorship of the Coca-Cola 600 -- the longest continuous sponsorship of any race in NASCAR -- at Charlotte Motor Speedway through 2015.
“Coca-Cola and Speedway Motorsports share the same passion to refresh and enhance the racing experience for fans,” said Beatriz Perez, Senior Vice President, Integrated Marketing, Coca-Cola North America. “We’ve built a deep connection between Coca-Cola, NASCAR and its fans. Working with our partners at SMI, we will continue to intensify that bond by creating even more programs that bring fans closer to Coca-Cola and the sport they love.”
“For more than 25 years, we’ve worked together with Coca-Cola to entertain and refresh fans at the world’s greatest speedways, including one of NASCAR’s cornerstone events, the Coca-Cola 600 on Memorial Day Weekend at Charlotte Motor Speedway,” said Marcus Smith, President and Chief Operating Officer of Speedway Motorsports, Inc. “Speedway Motorsports is pleased to extend this partnership between Coca-Cola and six of our speedways where we proudly serve Coca-Cola products along with the greatest racing entertainment in the world.”
The SMI partnership is a key part of Coca-Cola’s overall role in racing. The Coca-Cola NASCAR relationship, the association with a majority of tracks, the Coca-Cola 600, the Coke Zero 400 and the drivers of the Coca-Cola Racing Family create an ideal relationship between Coca-Cola, the sport and fans. It offers a multi-faceted experience that connects Coca-Cola with NASCAR fans at every level -- locally, nationally, at the track, in store, at home and elsewhere.
Through this partnership extension, Coca-Cola and SMI will continue to create programs that engage NASCAR fans at SMI tracks and in the local markets and regions where the tracks are located. NASCAR-themed advertising, packaging, promotions, at-track activations and customer-specific programs will all be part of the mix designed to create excitement among racing fans.
Coca-Cola and NASCAR
Coca-Cola is the official sparkling beverage of NASCAR and has been involved with stock car racing for more than 40 years. A signature part of the brand’s NASCAR association is the Coca-Cola Racing Family, a group of top drivers that includes Greg Biffle, Clint Bowyer, Jeff Burton, Denny Hamlin, Kevin Harvick, Bobby Labonte, Joey Logano, Ryan Newman, David Ragan, Elliott Sadler, Tony Stewart, and alumni drivers Kyle Petty, Michael Waltrip, Dale Jarrett and Ned Jarrett. Coca-Cola Racing Family members make appearances and are featured in advertising, promotions and packaging.
In addition, the Coca-Cola 600, held annually at SMI track Charlotte Motor Speedway, celebrated its 25th running in 2009. July Fourth weekend in 2010 will mark the third running of the Coke Zero 400 Powered by Coca-Cola at Daytona International Speedway.
About Speedway Motorsports, Inc.
Speedway Motorsports, Inc. is a leading marketer and promoter of motorsports entertainment in the United States. The Company, through its subsidiaries, owns and operates the following premier facilities: Atlanta Motor Speedway, Bristol Motor Speedway, Charlotte Motor Speedway, Infineon Raceway, Kentucky Speedway, Las Vegas Motor Speedway, New Hampshire Motor Speedway and Texas Motor Speedway. The Company provides souvenir merchandising services through its SMI Properties subsidiaries; manufactures and distributes smaller-scale, modified racing cars and parts through its U.S. Legend Cars International subsidiary; and produces and broadcasts syndicated motorsports programming to radio stations nationwide through its Performance Racing Network subsidiary. The Company also equally-owns Motorsports Authentics, a joint venture formed with International Speedway Corporation to produce, market and sell licensed motorsports merchandise. For more information about Speedway Motorsports, visit www.speedwaymotorsports.com.
About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Together with Coca-Cola®, recognized as the world’s most valuable brand, the Company’s portfolio includes 14 billion dollar brands, including Diet Coke®, Fanta®, Sprite®, Coca-Cola Zero®, vitaminwater, Powerade®, Minute Maid®, Simply® and Georgia® Coffee. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy the Company’s beverages at a rate of 1.6 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate. For more information about our Company, please visit our website at www.thecoca-colacompany.com.
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