Coca-Cola also expanded into entitlement sponsorship, including the Coca-Cola 500 at Atlanta Motor Speedway. The spring race carried the company’s name from 1981 through 1985, and in 1984, NASCAR Hall ...

The overwhelming influence of sponsors in NASCAR became evident during the recent charter agreement fiasco. Teams would face significant challenges in operating and covering their expenses without the ...

23XI Racing and Front Row Motorsports claim NASCAR’s exclusivity agreement regarding the use of its current Cup car exists to keep another series from entering the premier stock car racing series ...

Coca-Cola Consolidated, the nation’s largest Coca-Cola bottler, today announced a multiyear partnership designating Coca-Cola ...

Under the new deal, Coca-Cola Consolidated will serve as the official partner of the Indy 500 Red Carpet and will participate ...