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Coke Becomes First NASCAR Partner to Win Award Two Times

LAS VEGAS (Dec. 3, 2009) – Coca-Cola, a long-time NASCAR partner with the most integrated involvement in all levels of the sport, was honored with the 2009 NASCAR Marketing Achievement Award today at the NASCAR NMPA Myers Brothers Awards here as part of NASCAR Sprint Cup Series Champion’s Week.

In addition to its position as the official non-alcoholic beverage of NASCAR, Coca-Cola has relationships with 15 race tracks and 12 drivers through the Coca-Cola Racing Family. A full portfolio of its brands support NASCAR: Coca-Cola, Coke Zero, NOS, Powerade, and Vitamin Water. Coke is also title sponsor to two NASCAR Sprint Cup Series races, the Coca-Cola 600 at Lowe’s Motor Speedway and the Coke Zero 400 at Daytona International Speedway.

“Coca-Cola was the inaugural recipient of the NASCAR Marketing Achievement Award when it was established in 1998, and for all Coke has done for the sport and its fans, it’s fitting they’re the first partner to be honored again,” said Jim O’Connell, Vice President of Corporate Marketing at NASCAR. “The entire Coca-Cola organization embraces NASCAR, and it shows, vividly, in support to fans, drivers, teams and tracks, and in business results with the sport.”

In 2009, Coca-Cola ran 130 unique NASCAR-themed marketing programs across the country, including seven major custom retail promotions, and a ticket package benefitting fans attending the Coca-Cola 600 in May. Coke’s Golden Can promotion included three-million NASCAR-themed cases. NASCAR was also promoted on 53 million “50th anniversary” celebration cans. Earlier this year, Coke was an anchor partner in a regional promotion for official NASCAR partners in 124 Brookshire’s stores that included a special fan ticket offer at Texas Motor Speedway, driving significant sales increases for Coke Zero.

Sharing a commitment to the environment and the communities the sport visits, Coke partnered with NASCAR on an enhanced at-track recycling program in 2009. More than 70+ tons of waste and 2.5 million containers were recycled at NASCAR Sprint Cup Series tracks in the 2009 season, making NASCAR the largest recycler in sports.

“We are honored to be selected as the recipient of the 2009 NASCAR Marketing Achievement Award. For Coca-Cola, competing and winning in the marketplace is the equivalent to competing and winning on a NASCAR track. It requires a season-long commitment by our brands, bottlers, employees and customers to create that emotional connection with the fans that is at the core of our success,” said Beatriz Perez, Senior Vice President, Integrated Marketing, Coca-Cola North America. “Coca-Cola is proud of the many programs we offer across our portfolio of brands through our associations with NASCAR, our track partners, the Coca-Cola Racing Family and other driver personalities. Being recognized by NASCAR for our marketing activation makes this past year even more refreshing for Coca-Cola.”

Each year, NASCAR recognizes an industry partner who has exemplified the spirit of NASCAR through integrated marketing campaigns for all racing fans, consumers and employees. Previous winners of the NASCAR Marketing Achievement Award include: Allstate, Anheuser-Busch, ESPN, Fox/TNT/NBC, Gillette, K-mart, Office Depot, Sprint and The Home Depot.

- NASCAR, Press Release