The NHRA and the Coca-Cola Company announced today that they have extended their relationship and will continue its association as title sponsor of NHRA’s premier series through the year 2018. It was also announced that beginning in 2013, Mello Yello, the Coca-Cola Company’s citrus-flavored soft drink, will be the new series title sponsor: The NHRA Mello Yello Drag Racing Series
“The Coca-Cola Company and our bottlers have enjoyed a long and productive relationship with the NHRA,” said Sharon Byers, Senior Vice President Sports and Entertainment Marketing Partnerships at The Coca-Cola Company. “Together, we have created a successful formula for many Coca-Cola brands to connect with the NHRA’s passionate and dedicated community. We know this trend will continue with the addition of Mello Yello – which boasts its own faithful following – to the equation.”
“The Coca-Cola Company has been a cornerstone of the sport since 2002 and this extension ensures our partnership will continue through at least 2018,” said NHRA president Tom Compton. “Over the past 11 years working with The Coca-Cola Company and the bottlers we have developed a deep professional and personal relationship. Transitioning to a brand as powerful as Mello Yello is exciting on a number of fronts and the vision the brand team and the bottlers have shared with us regarding their plans to leverage this sponsorship will provide an extended reach nationwide for the sport of NHRA Drag Racing.”
Mello Yello has previously been active as a sponsor in NASCAR, enjoying a successful relationship with Kyle Petty from 1991 to 1994. “During our brief run in motorsports, Mello Yello was at the top of its game,” said Michael Mathews, vice president, Non-Colas Sparkling Marketing, Coca-Cola. “The anticipation of returning the brand to its roots has created a palpable enthusiasm across the entire Coca-Cola system to begin activating against the NHRA, the most powerful motor sport on the planet.”
Find out more about this association at www.nhra.com.
Quotes in this piece provided by the NHRA.
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