The indomitable hold that sponsors wield over the world of NASCAR is nothing short of remarkable. Just glance at any NASCAR car, and the first thing your eyes lock onto is the sponsor’s brand. Those racing suits? Adorned with logos and brands aplenty. And let’s not forget the very names of the races themselves: the Toyota Save Mart 350, the Verizon 200 at the Brickyard, the Coke Zero 400, and the list goes on.

Beyond the battles on the asphalt, the owner championship, and manufacturer battles, another riveting contest unfolds before spectators’ eyes – the sponsorship battles. The 2000s witnessed an intense rivalry among corporate giants, all vying for the hearts and wallets of NASCAR’s fervent fanbase. One rivalry, in particular, burned brighter than most – the clash between Coca-Cola and Pepsi, with NASCAR’s very own “Smoke,” adding fuel to the fire.

Fueling the frenzy, NASCAR’s sponsorship wars of the 2000s – Coke vs. Pepsi

The tale harks back to 1985 when the iconic Firecracker 400 race at Daytona found its inaugural sponsor, PepsiCo. It was a historic day at the hallowed Daytona Oval when “Pepsi The Choice Of A New Generation” echoed through the airwaves. With Pepsi’s name emblazoned on the legendary Daytona track, the brand was on the lips of millions, and the association was undeniable.

But in the world of soft drink rivalries, it wasn’t a simple sip for Coca-Cola. They plotted to hijack the 2004 Pepsi 400 and set the stage for one of the most intense sponsorship battles in NASCAR history. On a rain-delayed July 3, 2004 race day, marketing tactics were in full swing at the superspeedway, with merchandise and samples vying to win over NASCAR’s crowd. Coca-Cola’s trump card was a four-page ad spread in the ‘NASCAR Scene’ July edition, a staple for NASCAR fans. However, the race day would never have seen the light of dawn if those ads were seen around the superspeedway. In a bid to avoid angering Pepsi, Daytona track officials swiftly removed the Coke ads from the media center.

The clash was not limited to marketing battles but extended into a war of words as Coke’s Sports Marketing VP, Bea Perez, saw the 2004 Pepsi 400 as an unprecedented opportunity, stating, “This weekend alone just really gave us a huge opportunity to bring together something that has never been done before in the sport.”  The then Daytona President Robin Braig acknowledged Pepsi’s marketing prowess, recognizing its long-standing association with the track. He suggested that Pepsi’s influence would overshadow any efforts by their Atlanta-based rival. “I think we respect the other soda, but Pepsi is probably one of the greatest marketing monsters in all of the country. Their marketing muscle, added to the fact that they have been with this track since day one, will smother any opportunity by our friends from Atlanta.”

Pepsi, never one to back down, responded through Racing Manager Adam Harter, taking a playful dig at Coca-Cola. Harter noted, “They obviously didn’t think the Coke 600 was a big enough race to bring all these cars and they chose to bring their cars to the Pepsi 400, the best race of the summer.” He added a touch of cheekiness, stating, “We think it’s flattering to have them chase us around a little bit.”

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Sizzling Tony Stewart’s Blazing Quip on Pepsi’s Turf

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Amidst the marketing theatrics and verbal jousting, the real showdown took place on the Daytona track. While Pepsi had a longstanding tradition of sponsoring NASCAR legend Jeff Gordon‘s car, Coke upped the ante by sponsoring a whopping eight cars on the field. On the surface, it seemed like Coke had the upper hand in the sponsorship battle, but the story on the track had a different script as the victory that truly shines on Victory Lane belonged to Jeff Gordon and Pepsi.

In a thrilling race, with just ten laps remaining, Gordon found himself in third place behind Tony Stewart, sponsored by Coke’s C2 brand. Gordon’s Hendrick Motorsports teammate, Jimmie Johnson, pushed him past Stewart and Dale Earnhardt Jr. who was leading, to claim the checkered flag and win the 2004 Pepsi 400. But the shenanigans didn’t end there. Celebrating his win, Gordon climbed out of his #24 car featuring the Pepsi Play branding and knocked down the Powerade bottles on the car’s roof – a nod to the sports drink made by Coca-Cola. This act served as the ultimate punctuation mark to a stunning victory for Pepsi.

Gordon, known for his finesse on the racetrack, was equally adept with words off of it. He quipped, “What a big day for Pepsi. There’s red cars for some reason, I don’t know what they were, but they were in my way, so it was pretty awesome to finish ahead of them!” However, this saga wasn’t confined to a single day; it stretched over two more years, as NASCAR Hall of Famer Tony Stewart took victory in the Pepsi 400 in 2005 and 2006, sponsored by Coca-Cola.

Known for his outspoken nature, Stewart left no room for doubt, declaring, “They may call this the Pepsi 400, but Coca-Cola tastes a hell of a lot better. So I’m gonna drink his the rest of my life whether I’m sponsored by them or not, always have, always will.”

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It’s been a while since such a spectacle has graced the NASCAR stage, but the day it returns will undoubtedly be glorious. As we peer into the current NASCAR scene, which giants are you throwing your weight behind to rekindle the fire of the 2000s?