NHRA announced Wednesday that Mello Yello, the Coca-Cola Company's citrus-flavored soft drink brand, will be the new title sponsor of its top-line series, which will be named the NHRA Mello Yello Drag Racing Series beginning in 2013.
Sharon Byers, Senior Vice President Sports and Entertainment Marketing Partnerships at Coca-Cola, 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.”
Throughout the decade-long partnership, the NHRA has helped Coca-Cola deliver growth for multiple brands in the portfolio. For the past four seasons, Full Throttle Energy Drink has been the lead brand on the NHRA's signature series. Full Throttle will continue to play a key role in Coca-Cola's 2013 NHRA activation.