EUROSPORT REPORTED last week that Coca-Cola is likely to enter F1 sponsorship via one of its energy drink brands – a story that was exclusively reported in the August edition of the Sport Frontiers Marketing newsletter.
Eurosport quoted an authoritative source, F1 supremo Bernie Ecclestone no less, as saying: “If they [Coca-Cola] do come in I think they will come in with one of their energy drink brands not Coke itself. The only time Coke would perhaps get involved with something, other than what they currently do, is if Pepsi got in.'
It's an insight that tallies with the words of Scott McCune, VP, global partnerships and experiential marketing for The Coca-Cola Company, who told Sports Marketing Frontiers over the summer.
“I think it’s fair to say that when you look at the Coca-Cola brand, which is about bringing people together, happiness and very focused on youth, and you look at what F1 delivers, which is technology and cutting-edge innovation and skews older, there is not a natural fit for brand Coca-Cola, “McCune said.
“But we have other brands we are looking at where potentially there could be.”
The Sports Marketing Frontiers cover story identified Coca-Cola’s energy drink brands as the prime candidates ahead of the company’s leading low-carb or sport drink sub-brands.
"Industry experts have been quick to place two Coca-Cola sub-brands in the F1 frame: the calorie-free Coke Zero, aimed primarily at 16-24 males, and the sports drink, Powerade, which targets sporting 13-40 year olds,” the article said.
“But Sports Marketing Frontiers understands that the energy drink sector is Coca-Cola’s main focus, as it strives to peg back the market leader Red Bull, using one of its three main energy drink brands: Full Throttle, Relentless or NOS."
Should Coca-Cola convert their interest into action, the question remains as to which of these energy drink brands would benefit most from the F1 platform.
Eurosport name-checked Relentless "which favours sponsorship of music festivals but has partnered with teams in Formula Palmer Audi, the British Touring Car Championship and British Superbikes".
Sports Marketing Frontiers made the case for Full Throttle, a motorsports-themed brand launched in 2004, and currently the Official Energy Drink of the National Hot Rod Association.
By Matthew Glendinning
Follow Matthew on twitter: @mattglen