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 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.”
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.