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THE FASTEST SPORT ON EARTH--FAST-MOVING AND FAST-GROWING, NASCAR USES ITS LOUD, FOLKSY APPEAL TO FIND NEW RACING FANS FOR THE FUTURE.

NEW YORK -- Not many celebrities, groups, places or things in the United States could claim they are more popular than Santa Claus. But NASCAR could do a bit of bragging if it wanted to.

The Coca-Cola Co. placed images of NASCAR racing teams and drivers on 30 million soda bottles last year to celebrate the league's 50th anniversary. It was the biggest promotion the soft drink company has ever done and, the company said, it sold more bottles than its annual favorite starring ol' St. Nick. Then the Atlanta-based company issued 16,000 vending machines, each with a life-size image of one of 10 of NASCAR's top drivers.

And guess what happened? Reports filtered in to Coke ...

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