SBD/August 27, 2012/Marketing and Sponsorship

They Call Me Mello Yello: NHRA Getting New Title Sponsor For '13 Season

A multiyear extension between the NHRA and Coca-Cola will see the company "change the brand it features as the title sponsor of the drag racing series from Full Throttle to Mello Yello,” according to Mickle & Smith of the SPORTSBUSINESS JOURNAL. Sources said that the deal “will extend Coca-Cola’s sponsorship of the series through 2016.” The current contract “was set to end after the 2013 season.” Sources said that Coca-Cola pays $3-4M annually for its Full Throttle sponsorship, and the "new deal is in the same range.” As title sponsor, Mello Yello will be “integrated into the NHRA logo used on everything from publications and promotions to driver uniforms.” The brand also receives “ad inventory during NHRA races on ESPN2 and digital inventory on the NHRA’s website.” This is the “second time Coca-Cola has changed the brand it features as the title sponsor of the NHRA’s top series.” Powerade sponsored the series from ‘01-08 and Full Throttle replaced it in '09. Sources said that the move to Mello Yello “reflects the company’s desire to streamline its marketing and sales efforts in the energy drink category and chip away at Mountain Dew’s lead in the citrus soda category” (SPORTSBUSINESS JOURNAL, 8/27 issue).
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