NASCAR and Coca-Cola North America Extend Longstanding Partnership
NASCAR and Coca-Cola North America Extend Longstanding Partnership; BODYARMOR Named Official Sports Drink of NASCAR
DAYTONA BEACH, Fla. (Feb. 12, 2026) – NASCAR today announced a multi-year extension of its longstanding Premier Partnership with Coca-Cola North America one of the sport's most enduring and influential partners. As part of the renewed agreement, the partnership expands into the sports hydration category, with the addition of BODYARMOR Sports Drink as the Official Sports Drink of NASCAR®, further deepening Coca-Cola's presence across the sport and marking the next chapter in a relationship built on tradition, loyalty and a shared passion for racing.
Coca-Cola has been deeply woven into the fabric of NASCAR for decades, playing an integral role in some of the sport's most iconic moments — from winning celebrations to immersive fan experiences at tracks across the country. The renewed Premier Partnership reinforces Coca-Cola's designation as the Official Soft Drink of NASCAR, while maintaining category exclusivity and expanding into new categories that reflect the evolving lifestyles of today's athletes and fans.
"Coca-Cola has been a part of NASCAR's DNA for generations, and this extension reflects the shared values, trust, and long-term vision between our organizations," said Michelle Byron, Executive Vice President and Chief Partnership & Licensing Officer, NASCAR. "In addition, welcoming BODYARMOR as the Official Sports Drink of NASCAR further deepens our longstanding partnership with Coca-Cola, while adding a performance-focused brand that enhances our overall partnership portfolio and creates new opportunities to engage fans."
The renewed agreement delivers a robust activation platform across NASCAR, including at-track experiences, retail amplification through point-of-sale activations and expanded storytelling across key properties such as the eNASCAR Coca-Cola iRacing Series. Coca-Cola will also continue its presence across every NASCAR Cup Series event, reinforcing its visibility and impact throughout the season.
"This extension represents the continued evolution of our relationship with NASCAR, one that is rooted in passion, innovation, and a deep connection with fans," said Chris Bigda, Senior Director of Sports Marketing, Coca-Cola North America. "By expanding our partnership to include BODYARMOR, we're doubling down on NASCAR and creating new ways to connect with athletes and fans through performance-driven brands in one of the most exciting environments in sports."
As the Official Sports Drink of NASCAR, BODYARMOR will receive category exclusivity and integrated visibility across key NASCAR platforms. The brand will be anchored by longtime partner Ryan Blaney, while Coca-Cola's Racing Family — including Daniel Suárez, Joey Logano, Denny Hamlin, Austin Dillon, and Chase Elliott — will continue to play a central role in storytelling that highlights the athletes and personalities who power the sport.
"We've been proud partners of Ryan Blaney and Team Penske for nearly 10 years, and we're thrilled to expand that relationship as the Official Sports Drink of NASCAR," said Tom Gargiulo, CMO, BODYARMOR Sports Nutrition. "NASCAR is one of the most physically demanding sports in the world, so we're excited to bring our premium hydration products to drivers, teams, and fans who deserve the best in performance and hydration."
The partnership will also continue to prioritize community impact, with initiatives supporting military, youth, and diversity programs, including Daniel's Amigos and NASCAR Salutes at the Coca-Cola 600, underscoring a shared commitment to making a meaningful difference beyond the racetrack.
The renewed agreement reinforces one of the longest-running partnerships in professional sports, blending legacy and innovation while positioning NASCAR and Coca-Cola - alongside BODYARMOR - for continued growth in the years ahead.
About NASCAR
The National Association for Stock Car Auto Racing (NASCAR) is the sanctioning body for the No. 1 form of motorsports in the United States and owner of 14 of the nation's major motorsports entertainment facilities. NASCAR sanctions races in three national series (NASCAR Cup Series™, NASCAR O'Reilly Auto Parts Series™, and NASCAR CRAFTSMAN Truck Series™), four international series (NASCAR Brasil Series, NASCAR Canada Series, NASCAR Euro Series, NASCAR Mexico Series), four regional series (ARCA Menards Series, ARCA Menards Series East & West and the NASCAR Whelen Modified Tour) and a local grassroots series (NASCAR Advance Auto Parts Weekly Series). The International Motor Sports Association™ (IMSA®) governs the IMSA WeatherTech SportsCar Championship™, the premier U.S. sports car series. NASCAR also owns Motor Racing Network, Racing Electronics, and ONE DAYTONA. Based in Daytona Beach, Florida, with offices in five cities across North America, NASCAR sanctions more than 1,200 races annually in 11 countries and more than 30 U.S. states.
For more information visit www.NASCAR.com and www.IMSA.com, and follow NASCAR on Instagram, YouTube, TikTok, X and Facebook.
About Coca-Cola
The Coca‑Cola Company (NYSE: KO) is a total beverage company with products sold in more than 200 countries and territories. Our company's purpose is to refresh the world and make a difference. We sell multiple billion-dollar brands across several beverage categories worldwide. Our portfolio of sparkling soft drink brands includes Coca‑Cola, Sprite and Fanta. Our water, sports, coffee and tea brands include Dasani, smartwater, vitaminwater, Topo Chico, BODYARMOR, Powerade, Costa, Georgia, Fuze Tea, Gold Peak and Ayataka. Our juice, value-added dairy and plant-based beverage brands include Minute Maid, Simply, innocent, Del Valle, fairlife and AdeS. We're constantly transforming our portfolio, from reducing sugar in our drinks to bringing innovative new products to market. We seek to positively impact people's lives, communities and the planet through water replenishment, packaging recycling, sustainable sourcing practices and carbon emissions reductions across our value chain. Together with our bottling partners, we employ more than 700,000 people, helping bring economic opportunity to local communities worldwide. Learn more at www.coca-colacompany.com and follow us on Instagram, Facebook and LinkedIn.
About BODYARMOR
A leader in the world of sports and active hydration with game-changing innovation, BODYARMOR Sports Nutrition (BASN) is on a quest to become #1 in Sports Hydration. Bringing together two iconic brands, BODYARMOR and POWERADE (respectively #2 and #3 in the sports drink category), BASN exudes an entrepreneurial culture backed by the resources and insights of one of the world's most recognizable companies, The Coca-Cola Company, which fully acquired BODYARMOR in 2021.
BODYARMOR has been disrupting the world of sports and active hydration since 2011, offering a premium sports drink with potassium-packed electrolytes and antioxidants to provide consumers with a better-for-you hydration option. Nearly 15 years since BODYARMOR redefined the sports drink category, the brand relaunched in 2025 with a refreshed visual identity, including a new wordmark, bold packaging and first-ever brand icon. BODYARMOR Sports Drink is made with coconut water, and no artificial flavors, sweeteners, or dyes. It's low in sodium and a good source of potassium. The portfolio includes BODYARMOR LYTE, a low-calorie, zero added sugar sports drink; BODYARMOR ZERO SUGAR, a premium sports drink with zero sugar and carbs, no artificial sweeteners, flavors, or dyes; BODYARMOR Flash I.V., the brand's first-ever rapid rehydration beverage; BODYARMOR Flash I.V. Hydration Boosters, single-serve powder sticks for on-the-go rehydration; and BODYARMOR SportWater, a premium alkaline water with pH 9+
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