• Brandweek, Monday, December 10, 2007 11:15 AM

Coca-Cola is cranking up its relationship with Nascar with a 10-year sponsorship extension that continues to position it as the exclusive non-alcoholic beverage sponsor, while giving Coke and its other brands a broader position in the sport. Coke Zero is one of those set to play a bigger role with Nascar-related advertising in 2008, track signage and driver appearances, while Glacéau vitamin water, the company's newest brand, will continue expanding its presence.

"Over the past 10 years, we've built a deep connection between our brands, Nascar and its fans, and by extending our Nascar partnership, we will intensify that bond," says Sandy Douglas, president of Coca-Cola North America. The deal follows a new 10-year sponsorship agreement with the International Speedway Corp. that makes Coke the leading soft drink at Nascar-sanctioned tracks.

"Coca-Cola's iconic status and deep involvement in the sport of Nascar--including official beverage status, track pouring rights, race entitlements and relationships with the drivers and teams in the Coca-Cola racing family, add up to a very valuable partnership," says Steve Phelps Nascar's CMO.

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