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Mello Yello Taking Over As NHRA Title SponsorUPDATE This rumor is upgraded to 'fact' today. NHRA announced today that The Coca-Cola Company has extended its relationship with the world's largest motorsports sanctioning body and will continue its longstanding association as title sponsor of NHRA's premier series through the year 2018. In addition, it was announced that beginning in 2013, Mello Yello, The Coca-Cola Company's popular citrus-flavored soft drink brand will be the new series title sponsor: The NHRA Mello Yello Drag Racing Series.
Sharon Byers, Senior Vice President Sports and Entertainment Marketing Partnerships at The Coca-Cola Company, and NHRA President Tom Compton jointly made the announcement in downtown Indianapolis at Monument Circle on the eve of the start of the Mac Tools U.S. Nationals presented by Auto-Plus, the world's largest and most prestigious drag racing event.
"The Coca-Cola Company and our bottlers have enjoyed a long and productive relationship with the NHRA," said Byers. "Together, we have created a successful formula for many Coca-Cola brands to connect with the NHRA's passionate and dedicated community. We know this trend will continue with the addition of Mello Yello - which boasts its own faithful following - to the equation."
08/28/12 Sports Business Journal is reporting that the National Hot Rod Association has agreed to a multiyear deal that will extend Coca-Cola's Mello Yellow sponsorship of its signature drag racing series through the 2016 season.
Coca-Cola's Full Throttle had been the NHRA series' featured brand since 2009, but that contract was set to expire at the end of next year.
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