Gatorade will pull out of NASCAR series sponsorship

Gatorade re-affirms support of stock car racing minus NASCAR sponsorship. CHICAGO, May 1 -- Gatorade(R) Thirst Quencher announced today that it will not renew its official sponsorship of NASCAR in favor of a refocused effort centering on stock...

Gatorade re-affirms support of stock car racing minus NASCAR sponsorship.

CHICAGO, May 1 -- Gatorade(R) Thirst Quencher announced today that it will not renew its official sponsorship of NASCAR in favor of a refocused effort centering on stock car racing drivers and races.

"We are faced with a changing landscape in the sport of racing," said Tom Fox, vice president of sports marketing for Gatorade. "Rights we once enjoyed through our NASCAR sponsorship are now held by teams and drivers. Fans of the sport are passionate about the drivers, teams and races and that's where we're going to direct our resources.

Gatorade will continue to sponsor the Gatorade 125s, the qualifying races for the Daytona 500. Gatorade will also continue to support and promote drivers Matt Kenseth and Mark Martin who are currently #3 and #6 respectively in NASCAR Winston Cup Championship points.

Solidifying its relationship with the sport, Gatorade maintains strong ties to International Speedway Corporation (ISC), the largest owner and operator of tracks including the sport's premier event, the Daytona 500. Gatorade is the official sports drink of some of the nation's most prestigious tracks including Daytona International Speedway, Watkins Glen, Richmond International Raceway, Dover Downs, Chicagoland Speedway, Kansas Speedway and Phoenix International Raceway. Included in track sponsorships are pouring rights and rights to use track logos in marketing programs.

"We are committed to racing and its fans," added Fox. "We are going to significantly increase our spending in the sport. Teams and race fans alike have been loyal Gatorade drinkers for 30 years and we will continue to have a strong presence in the sport for many years to come."

Gatorade has been involved in the sport of stock car racing since the mid- 1970s when the Gatorade-sponsored #88 Chevrolet Monte Carlo was driven by legends such as Bobby Allison, Darrell Waltrip, Ricky Rudd and Rusty Wallace. Gatorade has maintained a sponsorship with NASCAR, the sanctioning body, since 1984.

Manufactured by Quaker Foods and Beverages, a division of PepsiCo, Gatorade(R) Thirst Quencher is the nation's leading sports drink. Gatorade is the official sports drink of the NFL, NBA, WNBA, Major League Baseball, WUSA, AVP and numerous professional, collegiate and amateur teams.

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About this article
Series Automotive , NASCAR
Drivers Darrell Waltrip , Matt Kenseth , Rusty Wallace , Bobby Allison , Mark Martin