Richmond Raceway eSports partners with Coca-Cola Consolidated

Richmond Raceway eSports Fueled by Sunoco has appointed Coca-Cola Consolidated as its official refreshment partner.

Coca-Cola Consolidated – the largest independent Coca-Cola bottler – has received naming rights to Richmond Raceway’s development team, now known as Coca-Cola ReD.

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Coca-Cola has increased its involvement in sim racing in 2020, becoming the entitlement sponsor for the eNASCAR iRacing Series, the sim racing platform’s longest-running NASCAR championship. The drinks company is also partnered with Pittsburgh Knights, Tespa, paiN Gaming, and Overwatch League.

Heather Hucks, Senior Director of Brand Marketing at Coca-Cola Consolidated, commented on the partnership in a release: “Coca-Cola Consolidated is always looking to find innovative ways to engage with racing fans and partners. With the launch of Coca-Cola Energy, we are excited to provide Richmond Raceway eSports fans and drivers with a new beverage experience before, during and after iRacing competitions.”

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Coca-Cola will be the primary sponsor of driver Jimmy Mullis, one of two Richmond Raceway eSports drivers competing in the eNASCAR Coca-Cola iRacing Series.

Mullis added: “It feels great to be driving the No. 46 Coca-Cola Consolidated Toyota Camry this season for Richmond Raceway eSports Fueled by Sunoco. Knowing Coca-Cola Consolidated’s history in NASCAR, it is an honor to represent them in the eNASCAR Coca-Cola iRacing Series. I look forward to putting our Coca-Cola Toyota Camry up front this season.”

Esports Insider says: Coca-Cola itself has ramped up its esports presence in recent months, including with eNASCAR. Even though Coca-Cola Consolidated is independent, it’s clear that sim racing is becoming a target market in this industry for the brand.

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