IRL signs major deal with Coke

April 1, 2008
Back to TopCommentsE-mailPrintBookmark and Share
cokeIRLThe Indy Racing League today announced a multi-year agreement with Coca-Cola North America that will make Coca-Cola an official sponsor of the Indy Racing League through 2010.

Terms of the category exclusive deal were not released but sports business experts estimated the deal to be worth $1 million to $1.5 million per year. The deal requires  Coca-Cola to activate marketing initiatives touting its relationship with the series, including television, radio and print ads in addition to in-store promotions. Coke’s activation is aimed at bringing racing fans closer to the IRL, series officials said. Marketing experts predicted that Coke could pour a high six or low seven figure amount annually into its IRL ad campaign.

The agreement builds on Coca-Cola North America’s relationship with the Indianapolis Motor Speedway and the Indianapolis 500, which dates back decades. This new partnership follows the announcement last year of a 10-year sponsorship agreement between Coca-Cola North America and International Speedway Corp., owner of five tracks on the IRL 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 IRL will race in 2008.

“Coca-Cola’s enormous brand recognition and marketing capabilities create some very exciting activation opportunities as we go forward,” said Terry Angstadt, president of the Indy Racing League’s Commercial Division. “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 organizations like Coca-Cola and others is really helping to build an exciting future for the [IRL].”

“By joining forces with the entire [IRL], Coca-Cola will be able to create customized programs designed to bring [IRL] fans closer to their favorite sport,” said Beatriz Perez, senior vice president, integrated marketing for Coca-Cola North America.

IRL officials are expected to sign Frank’s Energy Drink to a category exclusive deal later this month.
ADVERTISEMENT
  • $1 million buck ad campaign? That's one cheap-a$$ ad campaign. I think the affiliation with Coke will be good for the IRL, but that's going to pay for the development and filming of maybe one print ad in 10 magazines or so and a couple of billboards, which, I guess, is still better than nothing. I guess they could toss those in favor of a 10 second tv spot, but if Danica or Helio isn't in the ad, no one will watch it.
  • It's about time the Indy Racing League gets creative with its marketing. Coke has some mighty smart people working for it, and I hope this can help. Zak Brown said it will be the advertisers that really market and help grow the series. Well, if Coke can't do it, I don't know who can. I agree, $1 million in marketing annually, is a bit cheap, but I'm guessing, that's just a jumping off point.

Post a comment to this blog

COMMENTS POLICY
We reserve the right to remove any post that we feel is obscene, profane, vulgar, racist, sexually explicit, abusive, or hateful.
 
You are legally responsible for what you post and your anonymity is not guaranteed.
 
Posts that insult, defame, threaten, harass or abuse other readers or people mentioned in IBJ editorial content are also subject to removal. Please respect the privacy of individuals and refrain from posting personal information.
 
No solicitations, spamming or advertisements are allowed. Readers may post links to other informational websites that are relevant to the topic at hand, but please do not link to objectionable material.
 
We may remove messages that are unrelated to the topic, encourage illegal activity, use all capital letters or are unreadable.
 

Messages that are flagged by readers as objectionable will be reviewed and may or may not be removed. Please do not flag a post simply because you disagree with it.

Sponsored by
ADVERTISEMENT
  1. In reality, Lilly is maintaining profit by cutting costs such as Indiana/US citizen IT workers by a significant amount with their Tata Indian consulting connection, increasing Indian H1B's at Lillys Indiana locations significantly and offshoring to India high paying Indiana jobs to cut costs and increase profit at the expense of U.S. workers.

  2. I think perhaps there is legal precedence here in that the laws were intended for family farms, not pig processing plants on a huge scale. There has to be a way to squash this judges judgment and overrule her dumb judgement. Perhaps she should be required to live in one of those neighbors houses for a month next to the farm to see how she likes it. She is there to protect the people, not the corporations.

  3. http://www.omafra.gov.on.ca/english/engineer/facts/03-111.htm Corporate farms are not farms, they are indeed factories on a huge scale. The amount of waste and unhealthy smells are environmentally unsafe. If they want to do this, they should be forced to buy a boundary around their farm at a premium price to the homeowners and landowners that have to eat, sleep, and live in a cesspool of pig smells. Imagine living in a house that smells like a restroom all the time. Does the state really believe they should take the side of these corporate farms and not protect Indiana citizens. Perhaps justifiable they should force all the management of the farms to live on the farm itself and not live probably far away from there. Would be interesting to investigate the housing locations of those working at and managing the corporate farms.

  4. downtown in the same area as O'malia's. 350 E New York. Not sure that another one could survive. I agree a Target is needed d'town. Downtown Philly even had a 3 story Kmart for its downtown residents.

  5. Indy-area residents... most of you have no idea how AMAZING Aurelio's is. South of Chicago was a cool pizza place... but it pales in comparison to the heavenly thin crust Aurelio's pizza. Their deep dish is pretty good too. My waistline is expanding just thinking about this!

ADVERTISEMENT