NASCAR, Coca-Cola North America extend partnership; BodyArmor named Official Sports Drink of NASCAR
NASCAR announced a multiyear extension of its longstanding Premier Partnership with Coca-Cola North America, one of the sport’s most enduring and influential partners. As part of the renewed agreement, the partnership expands into the sports hydration category, with the addition of BodyArmor Sports Drink as the Official Sports Drink of NASCAR, further deepening Coca-Cola’s presence across the sport and marking the next chapter in a relationship built on tradition, loyalty and a shared passion for racing.
Coca-Cola has been deeply woven into the fabric of NASCAR for decades, playing an integral role in some of the sport’s most iconic moments — from winning celebrations to immersive fan experiences at tracks across the country. The renewed Premier Partnership reinforces Coca-Cola’s designation as the Official Soft Drink of NASCAR, while maintaining category exclusivity and expanding into new categories that reflect the evolving lifestyles of today’s athletes and fans.
“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.”
The renewed agreement delivers a robust activation platform across NASCAR, including at-track experiences, retail amplification through point-of-sale activations and expanded storytelling across key properties such as the eNASCAR Coca-Cola iRacing Series. Coca-Cola will also continue its presence across every NASCAR Cup Series event, reinforcing its visibility and impact throughout the season.
“This extension represents the continued evolution of our relationship with NASCAR, one that is rooted in passion, innovation, and a deep connection with fans,” said Chris Bigda, senior director of sports marketing, Coca-Cola North America. “By expanding our partnership to include BodyArmor, we’re doubling down on NASCAR and creating new ways to connect with athletes and fans through performance-driven brands in one of the most exciting environments in sports.”
As the Official Sports Drink of NASCAR, BodyArmor will receive category exclusivity and integrated visibility across key NASCAR platforms. The brand will be anchored by longtime partner Ryan Blaney, while Coca-Cola’s Racing Family — including Daniel Suárez, Joey Logano, Denny Hamlin, Austin Dillon and Chase Elliott — will continue to play a central role in storytelling that highlights the athletes and personalities who power the sport.
“We’ve been proud partners of Ryan Blaney and Team Penske for nearly 10 years, and we’re thrilled to expand that relationship as the Official Sports Drink of NASCAR,” said Tom Gargiulo, CMO, BodyArmor Sports Nutrition. “NASCAR is one of the most physically demanding sports in the world, so we’re excited to bring our premium hydration products to drivers, teams and fans who deserve the best in performance and hydration.”
The partnership will also continue to prioritize community impact, with initiatives supporting military, youth and diversity programs, including Daniel’s Amigos and NASCAR Salutes at the Coca-Cola 600, underscoring a shared commitment to making a meaningful difference beyond the race track.
The renewed agreement reinforces one of the longest-running partnerships in professional sports, blending legacy and innovation while positioning NASCAR and Coca-Cola — alongside BodyArmor — for continued growth in the years ahead. NASCAR PR