NOT News: Coke takes soda contract from Pepsi

A classic example of news for those who really have nothing better to do with their lives:

Coca-Cola to replace Pepsi in exclusive deal at 10 auto racetracks

Associated Press Sports, July 9, 2007

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.

Who "effing" cares? Replacing one overpriced brand of caffeinated sugar water with another five years from now? For an event that claims to be a sport, but which entails nothing more than the "athlete" sitting on his or her ass for several hours navigating more than a ton of metal and plastic around an elongated circle at ridiculous speeds? That's news?