Starting next year, the International Speedway Corp (NASDAQ: ISCA, ISCB) will end its 50-year relationship with Pepsi, a division of PepsiCo (NYSE: PEP), and launch a new, 10 year contract with its arch-rival, Coca-Cola (NYSE: KO).

The deal is estimated to earn Coke $50M a year over the next 10 years, with all of Coca-Cola's North American brands exclusively on sale in ISC's 10 racetracks. More importantly, Coca-Cola will gain thousands of hours of face time in front of millions of loyal sports fans. Coke will also take over the historic Pepsi 400 at Daytona, which had ties to Daytona's first event back in 1959.

The move to Coke comes as NASCAR was starting to gain popularity outside the boundaries of the Mason-Dixon line.

Coca-Cola isn't new to NASCAR. The soft-drink giant already has a contract with the six Speedway Motorsports (NYSE: TRK) tracks and continues to sponsor several drivers, including Tony Stewart, Denny Hamlin, Jeff Burton, Carl Edwards and Kevin Harvick. Taking the ISC contract from Pepsi now gives Coke majority control of non-alcoholic beverages at most of NASCAR's tracks.

Pepsi's not completely out of the race though. The soft-drink maker will still have an affiliation with NASCAR, maintaining a link to ISC through its parent company PepsiCo, whose Gatorade name will remain the title sponsor for victory lane at all ISC tracks. Pepsi will also continue to sponsor Hendrick Motorsports and driver Jeff Gordon.