Richmond Raceway eSports partners with Coca-Cola Consolidated

Jonno Nicholson

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.

Coca-Cola Consolidated x Richmond Raceway eSports
Image credit: Richmond Raceway eSports

RELATED: Coca-Cola named entitlement sponsor of eNASCAR iRacing Series

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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Jonno is a freelance news writer for Esports Insider and has been part of the team since 2019. When he's not sim racing, he enjoys reporting on Call of Duty esports and sim racing's impact on the wider industry.