Coca-Cola to Serve as Primary Sponsor on No. 3 Chevy for Coke 600

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It’s one of the most exciting race weekends of the year – the Coca-Cola 600. Raced under the lights of Charlotte Motor Speedway, it’s NASCAR’s longest race at 600 miles. And if last season was any indication of the excitement level for this year’s race, Austin Dillon is ready.

RCR announced today that Coca-Cola, one of the world’s iconic brands, will be featured as primary sponsor on the No. 3 Chevrolet Camaro ZL1 at Charlotte Motor Speedway during the Coke 600. Coca-Cola’s longtime partnership with RCR will continue its deep-rooted history over Memorial Day Weekend with defending race winner Dillon carrying the Coca-Cola colors.

Dillon recorded his first-career Cup Series victory last May at Charlotte Motor Speedway in the Coca-Cola 600, one of NASCAR’s crown jewel races.

The red and white patriotic paint scheme was unveiled today at Fort Bragg military installation in front of U.S. servicemen and women prior to a lunch with several gold-star families.

RELATED: Dillon Wins the 2017 Coke 600

“Coca-Cola has made NASCAR’s Memorial Day Weekend a bucket-list experience for race fans,” said Dillon, a member of the Coca-Cola Racing Family. “I’m thrilled to have Coca-Cola as our primary sponsor for the Coca-Cola 600 – one of NASCAR’s flagship racing events.”

“Honoring the U.S. Armed Forces has been a priority for myself, RCR and NASCAR for many years,” Dillon said. “I’ve visited Fort Bragg several times and every time I leave with more respect and admiration that when I walked in. These men and women are exciting to be around. And they love racing.”

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RCR’s Dillon, Paul Swan and Derrell Edwards were put through an equipment demo with the 82nd Airborne Division on Thursday at Fort Bragg military installment (Credit: RCR)

Today’s event at Fort Bragg included an equipment demo with an infantry squad, media availability with Dillon and members of the No. 3 team pit crew, a static display/ride along and the unveiling of the No. 3 Coca-Cola Chevrolet Camaro ZL1.

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“As a founding partner of the USO, The Coca-Cola Company has a longstanding history of supporting the U.S. military, veterans, and their families,” said Ben Reiling, Director, Motorsports, Coca-Cola North America. “We are thrilled to continue to support U.S. service members with the NASCAR Salutes program and to continue our partnership with defending Coca-Cola 600 champion Austin Dillon.”

Coca-Cola recognizes service members at the race track through its successful six-week platform, “NASCAR Salutes Refreshed by Coca-Cola,” which runs from May to June and aims to recognize uniformed men and women.

Dillon Will Look to Defend His Coke 600 Title

Last May, Dillon raced his way to victory during the Coca-Cola 600, recording his first-career Cup Series victory and putting the legendary No. 3 car in Victory Lane for the first time in 17 years. He outlasted Jimmie Johnson and Martin Truex Jr. to take the checkered flag, only needing to lead two laps to win the race.

Dillon captured NASCAR’s other crown jewel, the Daytona 500, earlier this season. He has secured himself a spot in the NASCAR Playoffs which start in September.

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Dillon won his first Cup race last season at the Coke 600 after a late race pass. (Getty Images)

Coca-Cola’s Racing Roots Run Deep

Coca-Cola’s involvement with NASCAR dates back 50 years and its partnership with RCR began in 1998. Its comprehensive marketing approach has engaged millions of fans, customers, and employees and has earned Coca-Cola recognition as being one of the most recognized brands in the sport. Dillon was introduced into the Coca-Cola Racing Family in 2014 when he became a full-time Cup Series driver.

Coca-Cola last appeared as a full primary sponsor with RCR 20 years ago in the 1998 NASCAR Thunder Special Motegi in Motegi City, Japan. Dale Earnhardt Sr. drove the No. 3 Coca-Cola Chevrolet to an eighth-place finish in the 300-mile exhibition race.

RELATED: Coke Refreshes Partnership with NASCAR, ISC