Gatorade out, Powerade in: Gatorade is out of the race — and Powerade is in — as the official sports drink of NASCAR. Pepsico owns Gatorade, the biggest-selling sports drink and a longtime NASCAR sponsor. Coca-Cola owns the far smaller Powerade brand and has been trying to mount a challenge to Gatorade on several fronts, from advertising to sponsorship. On Wednesday, Gatorade said it will not renew its sponsorship of NASCAR, which dates to 1984. The company will stay involved in the sport in other ways. Gatorade spokesman Andy Horrow said NASCAR wanted too much money. “NASCAR can’t deliver what we want and, hence, we’re walking away,” he said. Coca-Cola, however, has had a relationship with NASCAR for several years, and getting a bigger role for Powerade is another step ahead. Besides Powerade, the company has three other “official” designations with NASCAR: Coca-Cola soda, Dasani water and Minute Maid juices. Coke’s director of motorsports, Bea Perez, said the company will tie Powerade to NASCAR via a variety of promotions. The cost of the sponsorship was not disclosed. Gatorade will remain the official sports drink at several big racetracks, including Daytona International Speedway and Chicagoland Speedway. Powerade also has deals with some tracks, including Atlanta Motor Speedway and Lowe’s Motor Speedway in Charlotte.(Atlanta Journal Constitution)(5-2-2002)
