Coke’s NOS backs Busch for NASCAR

Coca-Cola Co.’s NOS Energy Drink will sponsor Kyle Busch’s car in 14 NASCAR Nationwide Series races, according to NOS and Joe Gibbs Racing.

The announcement is expected to be made Friday as NASCAR prepares for racing this weekend at Atlanta Motor Speedway. Busch, known as “Rowdy” in the racing circles, is part of the Joe Gibbs team.

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Associated Press

Kyle Busch climbs from his car after winning the NASCAR Shelby 427 auto race at Las Vegas Motor Speedway in Las Vegas, March 1, 2009.

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Photo courtesy of NOS

NOS, an energy drink owned by Coca-Cola, will sponsor Kyle Busch’s car in some NASCAR Nationwide Series races. It also has a can for the driver, nicknamed ‘Rowdy.’

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ENERGY DRINKS
A host of brands are fighting for market share in the energy drink segment.
Market Share by Volume
1. Monster: 29.9 percent
2. Red Bull: 24.8 percent
3. Rockstar: 14 percent
4. AMP: 9.3 percent
5. Full Throttle: 6.1 percent.
6. SoBe: 4.2 percent.
7. NOS: 3.5 percent.
Source: Beverage Digest

The Nationwide Series is a notch below Sprint Cup, the main attraction in NASCAR, but many drivers compete in both. Busch’s first race in the NOS car is scheduled for April 4 at Texas Motor Speedway.

NOS also has released a special edition can in the Southeast to commemorate Busch’s record-setting season in 2008 with 21 wins across NASCAR’s top three series.

The deal comes as competition intensifies both on and off the track in the energy drink segment.

Red Bull sponsors NASCAR drivers Scott Speed and Brian Vickers. Pepsi’s AMP Energy brand has a deal with Dale Earnhardt Jr.

Atlanta-based Coca-Cola acquired NOS in 2007 when it bought Fuze Beverage. NOS ranks seventh among energy drinks in volume, according to Beverage Digest. But NOS is the fastest-growing major energy brand with a 122 percent volume increase in 2008.

Coke signed a distribution deal last year with Monster and also owns the Full Throttle brand.

Pepsi recently signed a distribution deal with Rockstar and owns the SoBe brand.