NASCAR Announces Extension with Coca-Cola, Names BodyArmor Official Sports Drink

“Coca-Cola has been a part of NASCAR’s DNA for generations, and this extension reflects the shared values, trust, and long-term vision between our organizations,” said Michelle Byron, Executive Vice President and Chief Partnership & Licensing Officer, NASCAR. “In addition, welcoming BODYARMOR as the Official Sports Drink of NASCAR further deepens our longstanding partnership with Coca-Cola, while adding a performance-focused brand that enhances our overall partnership portfolio and creates new opportunities to engage fans.”

While this feels like mundane business, it is important. Fans should be happy to see NASCAR extending these deals and even signing new ones like with BodyArmor. There is an official [blank] of [insert sports league] for every little thing now. NASCAR should be able to get in on those deals, too.

The Coca-Cola Racing Family includes Daniel Suárez, Joey Logano, Denny Hamlin, Austin Dillon, and Chase Elliott. Through the Kroger sponsorship, Ryan Preece had Coca-Cola on his car for the Cook Out Clash at Bowman Gray.

Sponsors can come and go. The more they come to NASCAR and the less that they go and move on, the better. Coca-Cola has its hands all over the sport, and it will have more influence for years to come.