ATLANTA (AP) _ The Coca-Cola Company will take over exclusive
soft drink and water marketing and pouring rights at town racetracks
served by rival Pepsi by 2012.
It's part of a multi (m) million dollar deal announced today
with International Speedway Corporation.
The ten-year deal makes Coca-Cola's brands the official soft
drink, official sparkling beverage and official water for ten of
the 13 tracks owned or operated by International Speedway
Corporation, including Daytona International Speedway, the venue
for one of racing's premier events -- the Daytona 500.
Both Atlanta-based Coca-Cola and Purchase, New York-based Pepsi
bid for the agreement, but Coca-Cola won out. International Speedway Corporation spokesman Lenny Santiago says several factors
including price were involved, ISC spokesman Lenny Santiago said.
The deal with Coke is believed to be worth tens of millions of
dollars, though Santiago declined to give an exact value.