Full Throttle Replaces Powerade As NHRA Top Series Title Sponsor
The NHRA today announced Coca-Cola's Full Throttle energy drink brand will replace Powerade as the title sponsor of the league's top pro series beginning in '09. The NHRA Full Throttle Drag Racing Series marks the first sports marketing deal for the brand. Meanwhile, the NHRA and Coca-Cola announced a two-year extension of their marketing partnership through the 2013 season (NHRA). Powerade, a sports drink that is also a Coca-Cola brand, has been on the title since '01. Full Throttle has been the NHRA's official energy drink since '05 and sponsors the Full Throttle Pit Crew Championship (Michael Smith, SportsBusiness Journal). In California, Louis Brewster reports past series champions "were notified of the switch at the annual champions' dinner sponsored by Coke in Atlanta" (SAN BERNARDINO COUNTY SUN, 4/25).
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