SBJ/January 9 - 15, 2006/Marketingsponsorship

NHRA collars 3 multiyear renewals

The NHRA is set to announce this week multiyear renewal deals with three event title sponsors.

Lucas Oil Products, Summit Racing Equipment and O’Reilly Auto Parts have all signed new contracts with the series that provide the companies with title sponsorship of individual race weekends.

The NHRA Powerade Series’ 23-event
season will begin in February.

Terms of the deals were not released, but industry insiders peg them in the low-to-mid six figures per year. Jerry Archambeault, an NHRA spokesman, would not discuss details of the deals but did say they come with a three-year minimum and that “some extend up to five years.”

California-based Lucas Oil Products, a lubricant and fuel treatment company, has renewed its multiyear agreement to remain the title sponsor of the NHRA Powerade Drag Racing Series event at Brainerd International Raceway in Minnesota in August.

The company, which is also the title sponsor of a developmental series and an associate sponsor for several teams, including two-time Top Fuel world champion Larry Dixon, has been involved with the NHRA as an event sponsor since 2001.

In addition to renewing its sponsorship of this event, Lucas Oil will debut its Morgan Lucas Racing Top Fuel team in 2006 under the direction of driver and General Manager Morgan Lucas, son of Lucas Oil Products’ CEO Forrest Lucas.

Ohio-based Summit Racing Equipment, a catalog and Internet-based automotive parts and equipment company that has been involved with the series since 2000, signed a multiyear renewal deal with the NHRA to remain the title sponsor for the Southern Nationals at Atlanta Dragway on May 4-7.

Summit Racing also is the title sponsor for the first of two events in Las Vegas, as well as the presenting sponsor for the Pontiac Excitement Nationals held in Hebron, Ohio, in May.

In addition to event sponsorships, Summit Racing title sponsors an NHRA grassroots racing series and three-time and defending Pro Stock champion Greg Anderson.

O’Reilly Auto Parts, an NHRA sponsor since 1999, also signed a multiyear deal with the NHRA to remain the title sponsor of the Mid-South Nationals at Memphis Motorsports Park in Tennessee. The event will be held Aug. 18-20.

In addition to the Mid-South Nationals, Missouri-based O’Reilly Auto Parts is the title sponsor of four other NHRA Powerade Series events in Houston; Bristol, Tenn.; Topeka, Kan.; and Dallas.

Archambeault said the NHRA is trying to finalize title sponsorship for its events in Richmond, Va., and Gainesville, Fla., but expects to have all 23 events covered by the end of the month. The season begins Feb. 9 in Pomona, Calif.

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