Coca-Cola Honors Bill France

Coca-Cola honors France, NASCAR

DAYTONA BEACH, Fla. (April 14, 1998) Douglas Ivester, chairman of the board and chief executive officer of The Coca-Cola Company, joined with other company executives to visit the National Association for Stock Car Auto Racing's offices today to present Bill France, the president of NASCAR, a specially commissioned sculpture in celebration of NASCAR's 50th Anniversary.

The Coca-Cola Company executives spent the morning meeting with NASCAR officials to discuss Coca-Cola's NASCAR involvement in 1998 and beyond.

Coca-Cola Classic signed on to become the "Official Soft Drink" of NASCAR beginning January 1, 1998. The comprehensive, five-year agreement is part of The Coca-Cola Company's long-established strategy to join with sports and entertainment properties that are meaningful to the people who drink its products. Central to this approach is activation through marketing programs that build its business by bringing fans closer to their favorite sports and their favorite soft drinks.

The Coca-Cola Company commissioned the work by Sergio S. Dolfi, an Atlanta artist, in celebration of NASCAR's 50th Anniversary. According to the artist:

"This bronze sculpture draws its inspiration from the distinctive banked oval speedways of NASCAR racing. The artist constructs an abstract concept of speed and power through the dynamic track and rounded front line of the 'cars,' echoing the hood and grill lines of a stock car. The fixed base forms an integral part of the sculpture, angling the 'track' upward, emblematic of the NASCAR driver's will to achieve the highest level of performance."

Source: NASCAR Online