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NHRA Sponsorship News

Written by Jory Elliott · January 26, 2006

The recent flurry of sponsorship signings in the NHRA raises a few questions about where our sport is headed in the not to distant future.


It appears as though the relationship between corporate America and drag racing is healthy. The contract extension signed between the Bernstein Family and the Budweiser Brewing Company is a prime example of the marketing potential our sport has. Their relationship, which will now reach 30 years together, is one for all of motor sports to behold. Now considered the longest motor sports marketing partnership in history this emphasizes the amazing brand loyalty that drag racing fans posses. It is also important to mention that the signing of Summit Racing Equipment with KB Racing/Hillary Will and Keystone Automotive with Don Schumacher Racing, both as associate partners, are important steps towards keeping long time financial supporters of our sport feeling valued.

In recent years there has been increased involvement from non motor sports related industries in the drag racing arena. These types of companies are going to become the focus as we move forward with our marketing objectives. Now more than ever companies are looking for untapped markets or a new way to get ahead of their competitors. This shows great promise for the drag racing marketplace as we are capable of providing them with a unique atmosphere that can promote their products or services in a way unlike anything their competitors may be doing.

There is no question that we must continue to work very hard to maintain our sometimes mistaken image in the marketplace. The competition will only continue to become fiercer for those ever so elusive sponsorship dollars and the price of racing will only continue to increase.

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Comments

2 Responses to “NHRA Sponsorship News”

  1. Will Edwards on January 28th, 2006 3:36 pm

    The sponsorship business is indeed looking up with the NHRA, but until the smaller teams start reaping the same benefits as the super teams, the sport WILL NOT stay healthy.

    Also, the NHRA themselves, have to help teams not hurt them (taking a sponsor from a race team - kind of like stealing) when it comes to partnering with sponsors - a greedy practice the NHRA is well known for.

    Will

  2. Jory Elliott on January 28th, 2006 4:09 pm

    Thanks for the comments Will. I cant agree with you enough about spreading the wealth and the NHRA helping its competitors to gain sponsorship instead of “stealing” it.
    I will have an article coming out soon about the ways I feel the NHRA can address these issues and others.

    Jory

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