Pepsi To Serve As Title Sponsor California Speedway has announced a multi-year agreement with Pepsi to serve as the title sponsor for the Speedway’s fall NASCAR Sprint Cup Series Race. The race which traditionally takes place at the end of the Labor Day weekend and this year will run on August 31, 2008 will now be known as the Pepsi 500. In addition to its role as the title sponsor of the race, Pepsi will continue to serve as the “official soft drink and non-alcoholic beverage provider” of the Speedway, a designation the brand has held since 1997.
“Through this relationship with Pepsi we are aligning this race with a global brand that has had a presence in our sport for many decades. They place a huge focus on their racing program by partnering with premier names like Jeff Gordon, Dale Earnhardt Jr and now California Speedway,” said Gillian Zucker, President of California Speedway. “Pepsi’s presence in the entertainment world, provides us with one more unique way to enhance the California Speedway fan experience.”
Pepsi will bring new excitement to California Speedway with this title sponsorship by expanding the entertainment beyond the competition on the track. In addition to the race, the Pepsi 500 will include a special Pepsi Smash concert featuring top musical artists and unique on-site activities throughout the weekend to entertain the fan.
The first fan enhancement brought by Pepsi will be the introduction of several Hydration Stations set up at the Speedway. These stations will feature a lower price point on Aquafina water to assist thirsty fans throughout the race weekend. These stations will be located in the Opportunity, California FanZone by Apex and between sections 30-40 and 31-41.
“The Pepsi 500 will be a three-day event unlike any other race on the calendar,” said Ralph Santana, VP of sports, media and interactive marketing, Pepsi-Cola North America. “To celebrate being in the state where Jeff Gordon has such deep roots, we’re going to bring a little Hollywood to the race weekend with a Pepsi Smash concert and other innovative entertainment events that we know the fans will enjoy.”
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