Coke and Toyota Flexing Muscle With Fitness Events
Coca-Cola North America and Toyota Motor Sales USA will break a sweat as title sponsors of upcoming fitness events. The soft drink company is adding a marathon to its portfolio, and the automaker is taking on a triathlon.
Coca-Cola’s new zero-calorie cola, Coca-Cola Zero, will be the title sponsor of the eighth-annual Rock ‘n’ Roll Marathon held in San Diego June 5. Terms of the deal were not disclosed. The title sponsorship will be used as part of the product launch.
Coca-Cola Zero is scheduled to hit shelves during the month of June, after the race is run, and the company will sample the product to race spectators and participants, the company said.
Coca-Cola will also offer Powerade sports drinks along the route for participants, and Dasani water at the finish line.
More than 20,000 runners are expected to compete in the marathon, which includes performances by 40 live bands along the route. A yet-to-be-announced band will headline a concert at the Coors Amphitheatre, which serves as the race’s finish line.
Toyota Motor Sales has signed on as presenting sponsor of the 2005 Life Time Fitness Triathlon. The race will be held in Minneapolis and St. Paul on July 16, and the automaker will activate its sponsorship by showing off its 4Runner SUV onsite.
Toyota also will have a presence at Life Time Fitness centers and will execute special promotions nationwide. Toyota spokesperson Denise Morrissey said details of Toyota’s race and fitness center plans have not been determined, but should be revealed some time in May.
