This was done despite ISC signing a contract with Coca-Cola to replace Pepsi as the official soft drink sponsor of its racetracks in 2008 (the contract is slowly being phased in).
Pepsi | Max Roach | 400 metres | Max Martin | Mad Max | Max Ernst | Max Bygraves | Max Weber | Max Bruch | Max McLean | Max | Max Factor | Max Beckmann | Max Baucus | Forbes 400 | Max von Sydow | Max Reger | Max Beerbohm | Max Ophüls | Max Müller | Max Headroom | Max Bill | Peter Max | Max Reinhardt | 400 metres hurdles | men's 4×400 m relay | Max Planck Society | Max Azria | Athletics at the 2008 Summer Olympics – Men's 4 × 400 metres relay | Max Payne |
During the Pepsi Max 400 weekend at Fontana, Bowyer and fellow Childress driver Austin Dillon taped an episode of The Price Is Right that is scheduled to feature NASCAR-themed Showcases (a practice that occurs during a Fontana race; host Drew Carey was the Grand Marshal of the August 2008 race).