RacingOne Report
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Posted Friday, February 8, 2008 |
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DAYTONA BEACH, Fla. – Coke Zero is taking the driver's seat as the new title sponsor of the July NASCAR Sprint Cup Series race at the famous Daytona International Speedway (July 5, TNT, 6:30 p.m.). Officially, the race will be entitled the "Coke Zero 400 Powered By Coca-Cola
Title sponsorship of the Coke Zero 400 Powered By Coca-Cola will serve as the centerpiece for Coke Zero’s expanded presence within NASCAR. When the green flag drops on the start of the 2008 season, fans also will see the debut of Coke Zero's first-ever NASCAR-themed advertising campaign, along with driver appearances, high-visibility track signage and several other initiatives – all promoting the brand's core message – Coke Zero has “Real Coke Taste and Zero Calories."
"With a history of creating innovative experiences to bring NASCAR fans closer to the sport, Coca-Cola is a perfect partner to help build on the traditions of Daytona and create new ones like the Coke Zero 400 Powered By Coca-Cola," said Robin Braig, president, Daytona International Speedway. "We can't wait to give fans a taste of what Coke Zero will bring to one of NASCAR's premier events."
Scheduled for July 5, the 2008 Coke Zero 400 Powered By Coca-Cola, concludes a holiday weekend of racing at Daytona International Speedway. The NASCAR Nationwide Series takes to the speedway for the running of the Winn-Dixie 250 Powered By Coca-Cola on July 4.
The debut of the Coke Zero 400 Powered By Coca-Cola is part of a new 10-year sponsorship agreement between Coca-Cola North America (CCNA) and International Speedway Corporation (ISC). Through a variety of track partnerships, brands from CCNA will be refreshing fans at 12 race tracks in 2008 before expanding to 16 race tracks by 2012.
In December 2007, CCNA also extended its long-term partnership with NASCAR through the 2017 season. The sponsorship commitment, one of the largest in professional sports, continues CCNA's position as the exclusive non-alcoholic beverage sponsor for NASCAR.
While Coca-Cola has been involved with stock car racing for more than 40 years, the brand officially teamed with NASCAR in 1998. A signature part of the Coca-Cola's innovative marketing approach is the Coca-Cola Racing Family – a group of top drivers that includes Greg Biffle, Jeff Burton, Denny Hamlin, Kevin Harvick, Dale Jarrett, Bobby Labonte, Mark Martin, Jamie McMurray, Kyle Petty, Elliott Sadler, Tony Stewart and Michael Waltrip. In addition, the Coca-Cola 600, held annually at Lowe's Motor Speedway in Concord, N.C., is the longest continuous sponsorship of any race in NASCAR.
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