Straight Out Of Compton: Most Important Day In NHRA History

The NHRA and Coca-Cola announced yesterday a "multi-tiered, five year deal which will make Powerade" the drag racing series' title sponsor, according to ESPN.com's Bill Stephens. Also under the deal, Coca-Cola Classic and Dasani become the official soft drink and official bottled water, respectively, of the NHRA. While NHRA President Tom Compton "assured those within the world of drag racing that the announcement would be a blockbuster," with the "promotional and marketing clout that the Coca Cola Company commands worldwide, his promises of a colossal sponsorship agreement is truly immense" (ESPN.com, 12/3). In Las Vegas, Jeff Wolf reports the 23-event schedule will be renamed the NHRA Powerade Drag Racing Series. Compton: "For the first time in our history we have a brand and a company to market our sport [to all demos]. This is probably the most important day in NHRA history." Wolf notes Coca-Cola has "committed to support NHRA events" via TV ads and other consumer promos, and Compton added, "The real beauty of our deal with Coca-Cola is the number of new people who will be exposed to our sport" (L.V. REVIEW-JOURNAL, 12/4). Compton said that the NHRA's "ability to find a new sponsor during a recession solidifies it as 'a clear No. 2' in U.S. motor sports" (USA TODAY, 12/4). In L.A., Shav Glick notes Powerade replaces Winston, which was "forced out by tobacco's Master Settlement Agreement" after 27 years as the NHRA's title sponsor. Glick reports the "total prize investment for Powerade will be around $3[M], of which a little more than $1[M] will come from a top-10 bonus program totaling $50,000 per race" (L.A. TIMES, 12/4). The prizes for the Top Fuel and Funny Car season champions increased from $200,000 to $400,000, while the Pro Stock champion will earn $200,000, up from $75,000, and the Pro Stock Motorcycle winner will get $50,000, up from $30,000 (SPEEDVISION.com, 12/3).