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DATE News (chronologically)
10/06/08
nhra
NHRA, Full Throttle unveil new series logo  The transformation of NHRA's top Professional series from POWERade to Full Throttle, which began earlier this year, has reached another milestone as the new NHRA Full Throttle Drag Racing Series logo was unveiled.

Full Throttle and NHRA collaborated to create a signature logo design that brings together the essence and personality of the brand and the sport in an iconic way.

"This logo represents the next generation of NHRA Drag Racing," said Gary Darcy, NHRA senior vice president-sales & marketing. "Our partnership with The Coca-Cola Co. has been one of the longest and most enduring series sponsorships in all of motorsports, and we are confident that aligning NHRA with Full Throttle is a move that makes enormous strategic sense for the future growth of both brands."

NHRA's top Professional series, consisting of Top Fuel, Funny Car, Pro Stock, and Pro Stock Motorcycle, first partnered with The Coca-Cola Co. in 2001, and the association was recently extended through 2013. POWERade, which has been the title sponsor of the series since the inception of the partnership, will remain the series lead through the end of the 2008 season.

Beginning in 2009, the season-opening NHRA Winternationals will kick off the new NHRA Full Throttle Drag Racing Series, launching what is arguably one of the strongest synergies between brand and sport in the sports and entertainment industry.

The association between NHRA and Coca-Cola North America, with support from Coca-Cola Enterprises, represents one of the longest-running series sponsorships in motorsports, and the move to Full Throttle marks the lead sports-marketing association for the beverage company's lead energy drink.

"Merging the intensity of NHRA Professional Drag Racing with the energy of Full Throttle gives us a potent way to help take our brand to the next level at mach speed," said Rafael Acevedo, senior brand manager, Energy Drinks, Coca-Cola North America. "In 2009, drag racing fans will join us in saying, 'Go Full Throttle or Go Home' as we release the combined power of the ultimate energy drink and NHRA Drag Racing."

NHRA's top Professional series features 24 races from February through November, all of which are broadcast by ESPN2 in HD.

Full Throttle has been the official energy drink of NHRA since 2005 and currently sponsors the Full Throttle NHRA Pit Crew Championship, which awarded more than $250,000 in prize money during 2007. Fully integrated marketing plans for Full Throttle and NHRA will include at-track activation, out-of-home media support, online presence, retail programs, and sampling.

NHRA Professional Drag Racing presents races in virtually every major market in the United States, including New York, Chicago, and Los Angeles, and in recent years has added impressively to its inventory of Fortune 500 and/or mainstream sponsors, which include UPS, Caterpillar, the U.S. Army, Harley-Davidson, Wyndham Resorts, BrandSource, NAPA Auto Parts, and Motorcraft. Other sponsors include General Motors, GMC, Pontiac, Fram, Budweiser, and Motel 6. Additional Coca-Cola North America brands affiliated with NHRA include Coca-Cola, POWERade, and Dasani.

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