May 5, 2014, 2:15 PM EDT
The National Hot Rod Association is set to receive a big boost starting next year when major fuel company Sunoco gets on board as an official sponsor of North America’s top drag racing organization.
Already heavily involved in both NASCAR and IndyCar, Sunoco will become the official racing fuel of the NHRA as part of the 10-year agreement.
Additionally – and just as important – Sunoco will carry out a broad activation plan that includes television spots, additional digital presence, and on-site and consumer/retail promotions.
“The fuel supplier is one of the most integral partnerships that a racing sanctioning body can have,” NHRA president Tom Compton said in a statement. “We’ve had great partners in the past, however, Sunoco not only will provide our racers quality products but our companies will be great marketing partners to increase awareness of NHRA drag racing and the Sunoco brand.”
“Motorsports and the manufacturing of performance fuels are in Sunoco’s DNA,” Sunoco president/CEO Bob Owens added. “Our partnership with the NHRA represents our dedication to performance at the highest levels of racing and will carry over to the fuels that consumers put in their street vehicles.”
Sunoco will serve as the exclusive on-site gasoline and nitromethane supplier for all NHRA Mello Yello Drag Racing Series national events.
Its gasoline will also be the spec racing gasoline for the Pro Stock and Pro Stock Motorcycle categories at national events, as well as for Competition Eliminator categories both nationally and in the NHRA Lucas Oil Drag Racing Series.
“Partnering with the NHRA is another step forward in our goal to bring Sunoco performance fuels to every level of racing, from grassroots drivers and riders to drivers competing in all premiere professional series,” Sunoco GM of performance products/automotive events Rob Marro said.
“Our commitment to our partners within the sport, along with our promise to produce and manufacture only the highest quality product, has allowed us to fuel hundreds of sanctioning bodies, local tracks and engine builders for the past five decades.”