The company will become an official sponsor of the Nat’l Hot Rod Ass’n (NHRA) next year, after a Monday announcement confirmed the move.
The deal includes a comprehensive package of television spots, digital presence, on-site visibility and NHRA-themed consumer and retail promotions designed to increase attendance and television viewership.
Sunoco has been the official fuel of NASCAR since 2004. It’s served in the same capacity for IndyCar since 2011.
The 10-year agreement calls for Sunoco to be the exclusive on-site gasoline and nitromethane supplier at all NHRA Mello Yello Drag Racing Series national events. Sunoco gasoline will be the spec racing gasoline in the Pro Stock and Pro Stock Motorcycle categories at national events and Competition Eliminator categories at both national and NHRA Lucas Oil Drag Racing Series events.
“We’re very excited about the future with Sonoco," said Tom Compton, NHRA’s president. “It’s certainly our intent that there will be a great benefit on both sides of the table with this new relationship."
Sunoco set themselves apart from other fuel providers thanks in part to their considerable racing history, said Graham Light, NHRA senior vice president of racing operations.
“They have a long history in motorsports, and that made it pretty easy to know they had the capabilities we were looking for," Light said. “We first talked to Sunoco about 12 years ago, so this is something that’s been brewing for a while."
The sanctioning body said it hasn’t made any plans regarding adjustments to its nitromethane. Sunoco President Bob Owens said the agreement to join forces with the NHRA was an important coup for the company.
“The opportunity to get involved at the highest level is very appealing to us and we’re excited to do it," Owens said.
“It’s just a perfect fit from our perspective, and we look forward to working with the NHRA."