Coca Cola and NASCAR sign new 6 year partnership deal

Esports are becoming more popular with consumers and many brands realise the importance of keeping these relationships alive. Coca Cola have just renewed their partnership with NASCAR cementing their involvement in the world of Esports.

Nascar’s SVP, Tim Clark recently said “The audience surge and growth our e-NASCAR platforms experienced in 2019 was the result of the most talented gamers delivering some of the best weeknight racing,”

Coca Cola have been associated with NASCAR for 50 years already, and along with the International Speedway Corp. (ISC), their three-way partnership means the the soft drink company will remain a sponsor for at least the next 6 years.

Steve Phelps, the executive VP of NASCAR said “Coca-Cola is one of the most recognizable brands on the planet, and when people think about Coca-Cola and NASCAR, they think about them at the same time,” He went on to say that“For us it’s incredibly important to have a brand of their stature, a brand that is so well respected, to be part of NASCAR.

“We are thrilled that they are back and have renewed their agreement with us. We look forward to many, many years ahead for our partnership.”

Whilst the terms of the deal have been kept under wraps so far, Phelps said that a 6 year contract is the longest yet for the two companies in their already extended relationship.

Coca Cola’s Vice President of Marketing, Stuart Kronauge added; “as we approached the renewal time frame, the intent to continue the partnership and work towards an agreement based on the value for each entity led to productive discussions. These discussions led to the agreement we have in place.”

“The relationship with NASCAR — the league, drivers, teams and venues — is very special to the Coca-Cola Company. Though the business opportunity is quite valuable, the personal relationships we’ve built are the foundation to success. The association with NASCAR, iconic tracks across the country, the Coca-Cola 600 and the Coca-Cola 400, and the drivers of the Coca-Cola Racing Family creates an ideal relationship between the brands, the sport and fans. It allows for a fully-integrated experience that connects Coca-Cola with NASCAR fans at every level — locally, nationally, at the track, in store, at home and elsewhere.”

With such giant brands as Coca Cola showing their support for Esports and the companies involved in it, we can only expect more growth as 2020 continues.

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