In Mint Julep Country, Coca-Cola Regains Official Soft Drink Status At Kentucky Derby
Monday, November 20, 2017 at 11:30PM By Barry Janoff
November 20, 2017: The Kentucky Derby is famous for its Mint Juleps, with 120,000 served in Churchill Downs over a two-day period in May.
But there are plenty of requests for soft drinks, as well.
Pouring rights at the iconic race track now belong to Coca-Cola, which has replaced Pepsi after signing a multi-year deal to become an official partner with Churchill Downs, home of the Kentucky Derby.
Pepsi had been the official category partner with Churchill Downs since 1999, when it replaced Coca-Cola.
At that time, Coke had been an official partner with the race track for about ten years and had a presence there dating back to the 1940s, according to Churchill Downs.
Financial terms of the alliance were not disclosed.
The deal includes sponsorships, in-kind products and direct promotional and marketing support for such Coca-Cola products Coca-Cola, Diet Coke, Coke Zero Sugar, Coca-Cola Life, Sprite, Powerade and Dasani.
Earlier this year, Coca-Cola replaced rival Pepsi at the plate when it signed a deal to become the official soft drink for MLB.
The deal comes about a month after Churchill Downs signed a five-year deal with Brown-Foreman’s Woodford Reserve to become the presenting sponsor for the Kentucky Derby.
Woodford Reserve replaced Yum Brands, which had been presenting sponsor since 2006 but opted not to renew its contract.
Kentucky Derby presented by Woodford Reserve partners also include Longines, Dodge Ram Trucks and Stella Artois.
“Churchill Downs and Coca-Cola are two American icons so the partnership is an especially strong fit,” Kristin Warfield, vp-partnerships for Churchill Downs Racetrack, said in a statement.
“The hundreds of thousands of racing fans who come from all over the world to experience Churchill Downs’ world-class horse racing and the Kentucky Derby will now be able to enjoy a broad range of Coca-Cola products and experiences,” said Warfield.
The 144th running of the Kentucky Derby is scheduled for May 5, 2018, as part of horse racing’s Triple Crown.
Pepsi is the official soft drink for the Preakness.
Coca-Cola is also the official soft drink for the Belmont Stakes.
Coca-Cola Consolidated took over Coca-Cola operations in the Louisville region in February 2015, which was previously serviced by Coca-Cola Refreshments.
Under the new Coca-Cola Churchill Downs alliance, Coca-Cola Consolidated said it would support community initiatives and fundraising events that take place during Derby week.
It will also “bring exciting new offerings to fans at the races through experiential activations such as virtual reality experiences and customized race day bottles,” according to Coca-Cola Consolidated.
According to Heather Hucks, senior director-brand marketing for Coca-Cola Consolidated, “Churchill Downs is one of the most iconic sports venues in the world. We are delighted to bring racing fans a variety of leading beverage choices throughout the year and at the Kentucky Derby.
“As the local bottler, we are committed to the Louisville community and are excited to grow this partnership – both on the track and off.”
PHOTOS COURTESY CHURCHILL DOWNS
Back to Home Page