Coca Cola, First to Win NASCAR Marketing Award Twice

For the second time since the introduction of the NASCAR Marketing Achievement award back in 1998, Coca Cola managed to get the prize once again, following a season during which it has established partnerships with 15 race tracks and 12 drivers, including title sponsorship gigs with Lowe's Motor Speedway and Daytona International Speedway.

"Coca-Cola was the inaugural recipient of the NASCAR Marketing Achievement award when it was established in 1998, and for all Coke has done for the sport and its fans, it's fitting they're the first partner to be honored again," Jim O'Connell, NASCAR marketing vice president told NASCAR.

"The entire Coca-Cola organization embraces NASCAR, and it shows, vividly, in support to fans, drivers, teams and tracks, and in business results with the sport."

In 2009, Coca Cola ran 130 NASCAR-themed marketing programs in the US. Additionally, the company got involved in the at-track recycling program, helping NASCAR gather 70 tons of waste and 2.5 million containers, numbers which make NASCAR the largest recycler in sports.

"We are honored to be selected as the recipient of the 2009 NASCAR Marketing Achievement award. For Coca-Cola, competing and winning in the marketplace is the equivalent to competing and winning on a NASCAR track," Beatriz Perez, Coca Cola vice president concluded.

"It requires a season-long commitment by our brands, bottlers, employees and customers to create that emotional connection with the fans that is at the core of our success."