Gatorade has maintained a sponsorship with NASCAR, the sanctioning body, since 1984. But as Tom Fox, vice president of sports marketing for Gatorade, explained: "We are faced with a changing landscape in the sport of racing. Rights we once enjoyed through our NASCAR sponsorship are now held by teams and drivers. Fans of the sport are passionate about the drivers, teams and races and that's where we're going to direct our resources. "
Fox added that the company will " significantly increase" its spending in the sport. "Teams and race fans alike have been loyal Gatorade drinkers for 30 years and we will continue to have a strong presence in the sport for many years to come."
Gatorade will continue to sponsor the Gatorade 125s, the qualifying races for the Daytona 500 and to promote drivers Matt Kenseth and Mark Martin.
Gatorade is also the official sports drink of the Daytona International Speedway, Watkins Glen, Richmond International Raceway, Dover Downs, Chicagoland Speedway, Kansas Speedway and Phoenix International Raceway.
US soft drinks company Gatorade will not renew its official sponsorship of NASCAR - but will spend "significantly more" in sponsorships of stock car racing drivers and races, the company has said.
