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.
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