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 ATLANTA (AP) - The Coca-Cola Co. will take over exclusive soft drink and water marketing and pouring rights at 10 racetracks served by rival Pepsi by 2012 under a multimillion dollar deal announced Monday with International Speedway Corp.
The 10-year deal makes Coca-Cola's brands the official soft drink, official sparkling beverage and official water for 10 of the 13 tracks owned or operated by ISC, including Daytona International Speedway, the venue for one of racing's premier events, the Daytona 500.
Both Atlanta-based Coca-Cola and Purchase, N.Y.-based Pepsi bid for the agreement. Several factors including price were involved in the selection of Coca-Cola, ISC spokesman Lenny Santiago said.
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