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.