The Winn-Dixie Company and Coca-Cola Beverages Florida, LLC (Coke Florida) have announced a new partnership that will bring the Winn-Dixie 250 Powered by Coca-Cola to Daytona International Speedway on Friday, Aug. 28, 2026. The collaboration will unite two well-known Florida brands in celebration of racing, community connections, and the shared traditions that bring fans together.
The 2026 event represents a major milestone for Winn-Dixie, as it marks the first time since 2008 that the grocery retailer’s name will serve as the entitlement partner for the NASCAR O’Reilly Auto Parts Series race at Daytona International Speedway. The return of the Winn-Dixie name to one of motorsports’ most iconic venues highlights the company’s continued dedication to its customers and its long-standing connection with communities throughout Florida.
For generations, Daytona International Speedway has been recognized as a destination where racing fans gather to experience excitement, competition, and unforgettable moments. By partnering with Coke Florida to present the Winn-Dixie 250 Powered by Coca-Cola, Winn-Dixie is reconnecting with a historic racing tradition while creating new opportunities for customers and fans to participate in the excitement surrounding race weekend.
The partnership between Winn-Dixie and Coke Florida reflects a shared commitment to strengthening relationships across the Sunshine State. Both companies have deep roots in Florida communities and continue to focus on delivering meaningful experiences that connect with consumers beyond everyday shopping and beverage choices.
Leading up to the race, Winn-Dixie customers will have the opportunity to participate in a variety of race-themed activities, promotions, and in-store experiences. Special displays and exclusive fan-focused initiatives will help bring the energy of Daytona’s race weekend into Winn-Dixie locations across Florida.
Gayle Shields, Chief Merchandising and Marketing Officer for The Winn-Dixie Company, highlighted the importance of NASCAR’s role in bringing people together and celebrating community traditions.
“NASCAR has long been part of the fabric of many communities we serve, and few traditions bring people together like race weekend at Daytona,” Shields said. “The Winn-Dixie 250 has created memorable moments for generations of racing fans, and now alongside Coke Florida, we’re proud to build on that legacy through experiences that bring customers, communities and fans together.”
As part of the celebration, participating Winn-Dixie stores will feature special Winn-Dixie 250 Powered by Coca-Cola displays and promotional offers in the weeks ahead of the event. These displays will provide fans with race-day essentials, including products ideal for tailgating, entertaining, and enjoying the race with family and friends.
Through its award-winning rewards program, Winn-Dixie will also provide customers with opportunities to enjoy additional savings while preparing for race weekend. The retailer’s focus on value and convenience will allow NASCAR fans to find everything they need, from snacks and beverages to everyday household products, while celebrating one of Florida’s most anticipated sporting events.
Meena Sen, Vice-President of Marketing at Coke Florida, emphasized the importance of the partnership and the shared goal of creating memorable experiences for consumers.
“As longtime partners serving communities across Florida, Coke Florida and The Winn-Dixie Company are proud to come together around an event that celebrates connection, camaraderie and community,” Sen said. “The Winn-Dixie 250 Powered by Coca-Cola creates memorable experiences for customers while showcasing the energy and tradition of NASCAR.”
The collaboration also reinforces the strong relationship between Winn-Dixie and Coke Florida, two organizations that have consistently supported Florida communities through customer-focused programs, local partnerships, and community engagement initiatives. Their combined presence at Daytona International Speedway is expected to provide fans with new ways to interact with both brands while enjoying the excitement of NASCAR racing.
The Winn-Dixie 250 Powered by Coca-Cola will take place on Friday, Aug. 28, 2026, during NASCAR’s annual summer race weekend at Daytona International Speedway. The event will serve as a celebration of speed, tradition, and community spirit while bringing together racing enthusiasts, families, and customers from across Florida.
With Winn-Dixie’s return as race entitlement partner and Coke Florida’s support as a longtime community-focused brand, the Winn-Dixie 250 Powered by Coca-Cola is set to become a highlight of the 2026 NASCAR season. The event will showcase the passion of racing fans while celebrating the connections that make Florida communities unique.
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