The IndyCar Series has announced a 'major multi-year agreement' with Coca-Cola North America that will make Coca-Cola, one of the world's most recognised brands, an official sponsor of the IndyCar Series through 2010.
The agreement builds on Coca-Cola North America's relationship with the Indianapolis Motor Speedway and the Indianapolis 500, which dates back decades.
Through this 'expanded association', Coca-Cola will develop 'retail marketing programmes to help enhance the IndyCar racing experience for fans throughout the season'.
This new partnership follows the announcement last year of a 10-year sponsorship agreement between Coca-Cola North America and International Speedway Corporation (ISC), owner of five tracks on the IndyCar Series schedule.
Coca-Cola also has relationships with several other tracks on the schedule, making it the leading soft drink at the majority of the tracks where the IndyCar Series will race in 2008.
"Coca-Cola is truly a global brand, and we're thrilled to have them on board with the IndyCar Series," said Terry Angstadt, president of the Indy Racing League's Commercial Division. "Coca-Cola's enormous brand recognition and marketing capabilities create some very exciting activation opportunities as we go forward.
"This announcement also adds to the sponsorship momentum that we've been building over the last several months. The growing number of partnerships we're making with quality organisations like Coca-Cola and others is really helping to build an exciting future for the IndyCar Series."
"This new association with the IndyCar Series allows Coca-Cola to build on our long and successful history with the Indianapolis Motor Speedway and the Indianapolis 500," added Beatriz Perez, senior vice president, Integrated Marketing, Coca-Cola North America. "By joining forces with the entire IndyCar Series, Coca-Cola will be able to create customised programmes designed to bring IndyCar fans closer to their favourite sport."
