Coca-Cola has signed a multi-year agreement to become the official soft drink of Mid-Ohio Sports Car Course.
With immediate effect, the soft drinks giant will serve as the exclusive provider of soft drinks, water, isotonic beverages and juices at Mid-Ohio, which hosts Grand-Am Series, AMA Pro Racing and Nascar Nationwide Series races, and The Mid-Ohio School, which provides professional driving and riding instruction to drivers and motorcyclists.
In addition to beverages, Coca-Cola will supply the track with umbrellas, coolers and other branded items, while the company will also work with the venue on a yearly retail programme.
The news of Coca-Cola’s partnership comes in the same week as the race track announced a new sponsorship agreement with Monster Energy. Last week, the track announced that Diamond Cellar will be the title sponsor of June's Grand-Am event, part of a deal which will see the company become the official jeweler of the venue.
“We are incredibly proud to welcome the Mid-Ohio Sports Car Course to the Coca-Cola family and are excited to become a part of the racing tradition in Lexington Ohio,” said Coca-Cola market unit on-premise sales director Ron Reidy.
“Coca-Cola is always looking for innovative ways to inspire happiness and provide refreshment for fans. And we all know that nothing goes better with a day at the track than an ice-cold Coca-Cola!”
Mid-Ohio president Craig Rust added: “Coca-Cola is one of America’s most storied brands. As one of the country’s classic road courses, I think this is a perfect fit.
“Fans who have been to the track see Mid-Ohio red on our guard rails, signs and buildings already and they can expect more red as Coca-Cola provides us with refrigerators, umbrellas and more around the facility starting this season.”