Pepsi and Bristol Motor Speedway Announce Partnership
30/08/2007 |
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The Pepsi Bottling Group announced a five-year partnership with Bristol Motor Speedway and Bristol Dragway. PBG will become the exclusive provider of carbonated beverages and select non-carbonated beverages served at both the Speedway and Dragway.
The partnership includes category exclusivity for all carbonated Pepsi-Cola products including Pepsi, Diet Pepsi, Sierra Mist, Mountain Dew and non-carbonated beverages such as ready-to-drink Lipton Tea, Tropicana Juice Drinks, Gatorade, Aquafina Flavor Splash, Aquafina Sparkling, and Starbucks Frappuccino.
“We are very pleased to be adding Pepsi to the Bristol Motor Speedway and Bristol Dragway team,” said BMS President Jeff Byrd. “We’ve been very fortunate in that we have what we feel are the greatest sponsors in the sport and now to be bringing Pepsi into our family is quite an honor. We are anxiously looking forward to a long and rewarding partnership with what is one of the most recognized and respected companies in the world.”
“The Pepsi Bottling Group is very excited to partner with an organization that has had such a positive and lasting impact on racing,” said Pat Boggs, Senior Vice President and General Manager of PBG’s Atlantic Business Unit. “We look forward to working together as we bring our broad product portfolio to race fans at the Bristol Motor Speedway and Bristol Dragway and develop exciting consumer marketing programs to help grow our businesses together.”
“We are delighted that Pepsi is now the official soft drink of Bristol Motor Speedway and Bristol Dragway. Food City has enjoyed a longtime relationship with both Pepsi and the Speedway and we are looking forward to leveraging those connections to continue to grow our community involvement and activities. Pepsi is also very active within the community and its relationships within NASCAR racing will bring great value to what we are able to accomplish together as companies,” said Steven C. Smith, Food City President and Chief Executive Officer.
The multi-year agreement between Bristol Motor Speedway and Bristol Dragway and PBG also includes a number of shared marketing initiatives designed to help both entities increase brand awareness and promote their products throughout the racing community.
(Source: Sportsbusinessnews.com)
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