Atlanta-based Coca Cola Company has inked a ten year deal that gives the company, near exclusive distribution and marketing rights to what some describe as the nation's fastest growing spectator sports ... NASCAR. The agreement with International Speedway Corp. ("ISC"), adds an additional ten races to Coke's roster. That brings to 17 the number of tracks where Coke will have exclusive marketing and distribution rights beginning in 2008. The deal nearly drives Coke's chief rival, Pepsi, out of the lucrative NASCAR market. Included in the deal, the Daytona 500, which Pepsi has sponsored for nearly all of its 49 year history. Susan Stribling is with Coca Cola and says the company is revving up for 2008, when Coke debuts at the Daytona 500. "We’ve had almost a 40 year relationship with NASCAR in some form, with cars that we’ve sponsored, tracks and that sort of thing, but to see it expand even further, just makes everybody down here really excited." Although International Speedway Corp. won't confirm exact numbers, in 2004 the company estimates its mostly male fan base at around 75 million. Stock in Pepsi Corporation was slightly down Monday on trading volume of nearly 3-million shares.
