The Coca-Cola Company’s Mello Yello brand will continue its relationship with the NHRA as sponsor of the association’s premier series.
Racquel Mason, vice president of Sprite & Flavors brands for Coca-Cola North America, and NHRA President Peter Clifford will join NHRA Top Fuel driver Antron Brown on Friday to celebrate at Indianapolis’ Lucas Oil Raceway during the Chevrolet U.S. Nationals, before the first qualifying round for Nitro Funny Car and Top Fuel dragster. The group will reveal a new, exclusive design for Antron’s Matco Tools Toyota dragster, which will highlight 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 for 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.”
Since this sponsorship began, back in 2002, the NHRA has helped multiple Coca-Cola brands grow in the organization’s portfolio. These beverage brands contribute to NHRA’s events by offering refreshment to both drivers and fans.
“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.”
Mello Yello has increased its market share significantly since becoming the banner brand for NHRA’s premier series. As the NHRA provides activations and widespread visibility for Mello Yello, fan retention will play an major role in its continued growth.