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Become a Patron! Written by AJ Appeal -  Motorsports has had the world's largest companies assist with their operating costs through sports marketing and sponsorships since the beginning. Through the years some drivers and teams have welcomed partnerships from family owned businesses while others have had access to Fortune 500 brands.  When King Richard Petty's car adorned the now famous STP red, and Petty Blue in the 1970s, many of the drivers in the field started to sport well-known drink brands. From icy cold adult beverages such as Coors and Budweiser, to frosty and fizzy sodas like Coca-Cola and Pepsi, drink industries noticed the massive return on investment that existed through partnerships with NASCAR drivers.  The Coca-Cola Company endorsed many drivers over the years, first with a one time sponsorship of Joe Weatherly at Darlington in 1959. Beginning in 1970, they supported primarily Bobby Allison, while additionally promoting the #37 of Don Tarr on a part-time ...

  After 19 seasons as title sponsor of the NHRA Drag Racing Series, parent company Coca-Cola shared with NHRA Drag Racing that they will ending their entitlement sponsorship agreement a year early, according to Sports Business Journal.  "Recently, Coca-Cola had a change of heard, and told us they would walk away from their agreement to sponsor our professional series.." and NHRA spokesperson said. The agreement was said to last through 2023, but if halted will now end at the end of the 2022 season. At this time, Coca-Cola has not commented on the status of their relationship with the NHRA moving forward.