EVENTS & PROMOTIONS: PROMO SPOTLIGHT: COCA-COLA HITCHES TO NASCAR FOR OFFICIAL SOFT-DRINK STATUS

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Marketer: Coca-Cola Co., Atlanta, and Nascar.

Effort: Coca-Cola Classic as the official soft drink of Nascar.

Agencies: In-house.

Twist: Coca-Cola Classic teams with the National Association of Stock Car Auto Racing in a new marketing partnership starting this month. Coca-Cola will begin appearing at Nascar race events, and the racing organizat ion will be promoted inside theaters and retail outlets along with the soft drink. One of several new integrated promotions includes Coca-Cola's sponsorship of a simulated race track touring fairs, festivals and Nascar events this year. Nascar also will join Coca-Cola's in-theater advertising with co-promotions spanning TV, radio, print and the Internet.

Vital statistics: The global marketing agreement starts this week and runs for five years. Coca-Cola will feature Nascar-licensed apparel and collectibles in the company's stores; Coca-Cola merchandise will be sold at Nascar tracks and merchandise outlets.

Kate Fitzgerald edits Events & Promotions. Reach her by fax at (3 12) 649-5331 or e-mail address K8FITZ@aol.com.

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