The PepsiCo sports beverage unit Gatorade has signed a marketing agreement with International Speedway, a US promoter of motorsports activities, which will run to 2008. ISC said the deal is the single largest marketing partnership in its history.
In addition to sponsorship fees paid to ISC, Gatorade will support its position through themed advertising, promotion and other mutually agreed upon marketing support. Financial terms of the agreement were not released.
Under terms of the agreement, Gatorade is designated "Official Sports Beverage" of ISC facilities and is granted exclusive "Official Sports Beverage of Victory Lanes" status effective immediately at venues such as Darlington Raceway in South Carolina, Phoenix International Raceway in Arizona, Daytona International Speedway in Florida and Richmond International Raceway in Virginia. Positions at four other locations will begin in 2003.
Throughout the term of the deal, Gatorade will continue to serve as title sponsor of the NASCAR Winston Cup Series' Gatorade 125s and retain its position as Founding Sponsor of Daytona USA. In addition, at the beginning of each year, Gatorade will be granted title rights to three NASCAR Winston Cup Series Pole Days/Nights and to two Indy Racing League Pole Days/Nights at ISC facilities.
As part of the multi-year agreements, Gatorade will be providing marketing platforms to showcase its products at the ISC events each year. Gatorade will also benefit from official status and on-site display space rights.
The announcement was made at Kansas Speedway on Friday by Phipps, Jeff Boerger, president of Kansas Speedway and Tom Fox, vice president of Sports Marketing for Gatorade.