Coca-Cola Extends Its Sponsorship with NHRA as Sponsor of Premier Series under Mello Yello® Brand
August 31 2017 - 6:09PM
Business Wire
Mello Yello, The Coca-Cola Company’s popular citrus-flavored
soft drink brand, will extend its relationship with the world’s
largest motorsports sanctioning body by continuing its longstanding
association as sponsor of the National Hot Rod Association’s (NHRA)
premier series.
Racquel Mason, vice president, Sprite & Flavors brands for
Coca-Cola North America, and NHRA President Peter Clifford will
join NHRA Top Fuel driver Antron Brown to celebrate the
announcement on Friday evening at Lucas Oil Raceway in Indianapolis
during the Chevrolet U.S. Nationals prior to the first round of
qualifying for Nitro Funny Car and Top Fuel dragster. The group
will unveil a new and exclusive car design for Antron’s Matco Tools
Toyota dragster, prominently featuring the Mello Yello brand.
“Our agreement with the NHRA gives us significant exposure to
refresh fans with the smooth citrus taste of Mello Yello,” said Al
Rondon, senior sports marketing manager, Coca-Cola North America.
“This is another chapter in the brand’s deep history in motorsports
and we couldn’t be more thrilled to continue being part of the NHRA
family.”
Throughout this sponsorship, which began in 2002, the NHRA has
helped Coca-Cola deliver growth for multiple brands in the
organization’s portfolio. These beverage brands play a significant
role at NHRA events, offering fans and drivers alike refreshment
and fun.
“The Coca-Cola Company is an important part of the continued
success of NHRA drag racing,” said Clifford. “Over the past 16
years working with The Coca-Cola Company, we’ve witnessed firsthand
the organization’s dedication to its mission to offer refreshment
and inspire happiness. Our fans, drivers, teams and partners love
the ingenuity that this relationship continues to drive.”
In its time as the banner brand for NHRA’s premier series, Mello
Yello has gained significant market share and shows no signs of
slowing down. The NHRA announced preliminary plans to implement
services and interactive experiences specifically tailored to first
time attendees at all 2018 NHRA Mello Yello Drag Racing Series
events. As the NHRA continues to provide activations and national
visibility for the Mello Yello brand, fan retention will play an
important role in its continued growth.
About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world's largest beverage
company, refreshing consumers with more than 500 sparkling and
still brands and more than 3,800 beverage choices. Led by
Coca-Cola, one of the world's most valuable and recognizable
brands, our company’s portfolio features 20 billion-dollar brands,
18 of which are available in reduced-, low- or no-calorie options.
Our billion-dollar brands include Diet Coke®, Coca-Cola® Zero,
Fanta®, Sprite®, DASANI®, vitaminwater®, POWERADE®, Minute
Maid®, Simply®, Del Valle®, Georgia® and Gold Peak®. Through the
world's largest beverage distribution system, we are the No. 1
provider of both sparkling and still beverages. More than 1.9
billion servings of our beverages are enjoyed by consumers in more
than 200 countries each day. With an enduring commitment to
building sustainable communities, our company is focused on
initiatives that reduce our environmental footprint, create a safe,
inclusive work environment for our associates, and enhance the
economic development of the communities where we operate. Together
with our bottling partners, we rank among the world's top 10
private employers with more than 700,000 system associates. For
more information, visit Coca-Cola Journey at
www.coca-colacompany.com, follow us on Twitter at
twitter.com/CocaColaCo, visit our blog, Coca-Cola Unbottled, at
www.coca-colablog.com or find us on LinkedIn at
www.linkedin.com/company/the-coca-cola-company.
About NHRA
Headquartered in Glendora, Calif., NHRA is the primary
sanctioning body for the sport of drag racing in the United States.
NHRA presents 24 national events featuring the NHRA Mello Yello
Drag Racing Series, NHRA Lucas Oil Drag Racing Series and NHRA
J&A Service Pro Mod Drag Racing Series. NHRA provides
competition opportunities for drivers of all levels in the NHRA
Summit Racing Series and the NHRA Drags: Street Legal Style
presented by AAA. NHRA also offers NHRA Jr. Street program for
teens and the Summit Racing Jr. Drag Racing League for youth ages 5
to 17. In addition, NHRA operates four of its own racing
facilities: Atlanta Dragway in Georgia; Gainesville Raceway in
Florida; Lucas Oil Raceway at Indianapolis; and Auto Club Raceway
at Pomona in Southern California. For more information, log on to
NHRA.com, or visit the official NHRA pages on Facebook, YouTube,
Instagram and Twitter.
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version on businesswire.com: http://www.businesswire.com/news/home/20170831006456/en/
The Coca-Cola CompanyDebbie Ebalobo,
404-676-1251debalobo@coca-cola.com
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