OFFICIAL RELEASE: THE COCA-COLA COMPANY EXTENDS ITS SPONSORSHIP OF NHRA’S PROFESSIONAL SERIES; NAMES MELLO YELLO AS SERIES FLAGSHIP BRAND

NHRA announced today that The Coca-Cola Company has extended its relationship with the world’s largest motorsports sanctioning body and will continue its longstanding association as title sponsor of NHRA’s premier series through the year 2018.   In addition, it was announced that beginning in 2013, Mello Yello®, The Coca-Cola Company’s popular citrus-flavored soft drink brand will be the new series title sponsor:  The NHRA Mello Yello Drag Racing Series.

Sharon Byers, Senior Vice President Sports and Entertainment Marketing Partnerships at The Coca-Cola Company, and NHRA President Tom Compton jointly made the announcement in downtown Indianapolis at Monument Circle on the eve of the start of the Mac Tools U.S. Nationals presented by Auto-Plus, the world’s largest and most prestigious drag racing event.

               

“The Coca-Cola Company and our bottlers have enjoyed a long and productive relationship with the NHRA,” said Byers.  “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.”

               

Throughout the decade-long partnership, the NHRA has helped Coca-Cola deliver growth for multiple brands in the portfolio.  For the past four seasons, Full Throttle® Energy Drink has been the lead brand on the NHRA’s signature series.  Full Throttle will continue to play a key role in Coca-Cola’s 2013 NHRA activation.

“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 Tom Compton, president, NHRA. “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.”

Coca-Cola North America announced preliminary plans that will deliver the NHRA Mello Yello Drag Racing Series with much broader outreach.  As the cornerstone of the sparkling beverage reintroduction into the world of motorsports, the NHRA Mello Yello Drag Racing Series will receive unprecedented activation and increased visibility nationwide.

Mello Yello has a storied history as an active sponsor in the world of auto racing and 2013 will mark the popular brand’s return to motorsports.  Mello Yello enjoyed a successful relationship with Kyle Petty in stock car racing from 1991 to 1994.

               

“During our brief run in motorsports, Mello Yello was at the top of its game.  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,” said Michael Mathews, vice president, Non-Colas Sparkling Marketing, Coca-Cola.  “Fans of Mello Yello are all about good times with friends, and that is certainly delivered by the NHRA’s high octane excitement and thrilling race days.”

               

The 2013 NHRA Mello Yello Drag Racing Series schedule also was announced.

“TV Tommy” Ivo Named Grand Marshal of NHRA California Hot Rod Reunion

Legendary quarter-mile showman “TV Tommy” Ivo has been named grand marshal of the 21st annual NHRA California Hot Rod Reunion in October. Ivo is one of NHRA’s top 50 drivers, won Top Gas at the first Bakersfield March Meet in 1959, was the first to run under nine seconds, the first driver to run more than 170 mph, and the first to drive more than 180 mph on gas.

This year marks the 60th anniversary of his first drag race in a 66-mph ’52 Buick at Saugus Drag Strip, and, it’s the 30th anniversary of his last race on his farewell tour in his Showboat four- engine Buick station wagon. In between, there were 36 different cars in 12 different classes. In 1960, he was first to crisscross the country with a nationwide season-long tour.

Appearance money, partly earned because of his acting career, made him the first touring professional and earned him the nickname “TV Tommy.” After moving to the fuel ranks, he was first in the seven-second bracket and first to exceed 190 mph. He won the 1964 British Drag Festival, and he and Don Garlits match raced as many as 72 times in a single season. He built, tuned, drove, and maintained his own equipment. In 1972, he became the first member of the Cragar Five-Second Club and survived a horrific 240-mph crash in Pomona without a scratch. 

Ivo also dabbled in Funny Cars and jet dragsters for a while. After 30 years of drag racing, he retired, leaving behind a legacy of professionalism and showmanship that paved the way for the corporate sponsorships of today and making him the perfect California Hot Rod Reunion grand marshal.

Ivo will be joined by honorees the Brissette Brothers, Bob and Jim; the Mallicoat Twins, Gary and Jerry; Jim Nicoll; Marv Ripes; and Ed Sigmon.

Tickets Now on Sale for the 21st NHRA California Hot Rod Reunion, Oct. 19-21, at Auto Club Famoso Raceway near Bakersfield

While the National Hot Rod Reunion just wrapped up in Kentucky this past weekend, another popular Reunion gets ready to shine - the 21st annual NHRA California Hot Rod Reunion presented by the Automobile Club of Southern California. Tickets are now on sale!

Held Oct. 19-21, the annual California Hot Rod Reunion brings to life the sights and sounds of the early day drag racers. Auto Club Famoso Raceway near Bakersfield, CA is the place to be to reunite with racing legends and relive the golden era of drag racing when names like "Big Daddy", "The Snake" and "Mongoose" became hometown heroes. The California Hot Rod Reunion is also the last stop in the 2012 NHRA Hot Rod Heritage Series Racing Series making the Reunion an explosion of pure nostalgia drag racing excitement.

"TV Tommy" Ivo has been named Grand Marshal of the CHRR and is like a kid in a candy store. "I was taken by surprise when Greg Sharp, the Museum Curator, called me to tell me the news. I still can't believe it but it'll sure be fun to join in the festivities as it always is a great time at the Reunions," said Ivo.

Join us in October for the biggest and baddest nostalgia drag racing event in the West! You'll be happy you did.

Tickets are now available online at www.nhratix.com or by calling 1-800-884-NHRA (6472).

For more information, contact the NHRA Motorsports Museum at 909-622-2133 or email museumre@nhra.com.

CHRR Credential Order Forms, Vendor and other information is available online at http://museum.nhra.com

See you at Famoso!