Naming rights for any national motorsports series is getting harder to acquire, but NHRA has not only found a new naming partner but has managed to retain the departing one as a series-wide sponsor.
The premier drag racing entity in the United States has gone through some tumultuous times over the past decade with its partnerships. The series that was once the domain of Winston and its cigarette brands later adopted the Coca Cola Companies as its naming partner, using a variety of product names throughout the years to promote NHRA’s national professional events. There was an acrimonious departure a few years ago, at which point Marcus Lemonis and his Camping World brand came aboard to, essentially, rescue the sanctioning organization.
Camping World has been the naming partner for NHRA’s professional divisions and has done some – but not a lot – of promotion for the series. That’s going to change with Mission Foods entering a multi-year deal as title sponsor for the professional Top Fuel, Funny Car, Pro Stock and Pro Stock Motorcycle categories. The purveyors of Latin foods began its relationship with Vance & Hines, and this year promoted the Mission #2Fast2Tasty Challenge, which brought further recognition to its brands through race-within-a-race promotions that allowed racers to accrue money and points during Saturday’s qualifying sessions in the “regular season.”
NHRA and Mission Foods announced the NHRA Mission Foods Drag Racing Series era will commence at the start of the 2024 season, NHRA’s 73rd year in business, which kicks off at Gainesville Raceway with the 55th annual NHRA Gatornationals. The agreement includes 14 stops for the Mission #2Fast2Tasty Challenge during the series’ regular season that starts in Gainesville and ends at the U.S. Nationals on Labor Day weekend. The Mission #2Fast2Tasty Challenge begins at the Lucas Oil NHRA Winternationals, scheduled March 21-24 on the In-N-Out Burger Pomona Dragstrip, includes both four-wide races and offers an increased purse for participants.
“We have heard from drivers and fans how much they appreciate Mission being involved with NHRA,” said Sathish Mohanraju, Mission Foods vice president of marketing and trade marketing. “A lot of drivers have thanked us for the Mission #2Fast2Tasty NHRA Challenge, which has changed the face of weekend racing.”
Mission Foods, which has activated well at races this year with promotions at the track and surrounding areas, will continue to promote NHRA drag racing with its activations at all 21 scheduled national events. In operation since 1977 and acknowledged as the industry leader for tortillas and wraps, Mission is the No. 1 tortilla company in the USA, manufacturing a variety of authentic Mexican products.
“This is a huge opportunity for us to keep connecting with fans, while supporting motorsports in a major way,” noted Juan Gonzalez, Mission Foods chief executive officer. “There’s nothing better than race weekends, and we are proud that Mission Foods will become the official title sponsor of the NHRA Drag Racing Series.”
While this is a multi-year agreement, exact terms have not been disclosed, nor has the length of the agreement. Activation, on the other hand, is something both NHRA and Mission Foods are excited to talk about, as the brand expects to have an exceptionally strong presence on the midway at races and in the digital marketplace. It will, of course, be part of every NHRA on FOX broadcast and include retailer activation annually and in-market prior to each national events.
There was a glimpse of this type of activation for which Mission Foods is noted during the current season, with life-size cutouts of many NHRA stars in all four categories featured at displays across the country where Mission Foods were promoting their wares. The inclusion of drivers and riders like Antron Brown, Justin Ashley, Erica Enders, Alexis DeJoria, Cruz Pedregon, J.R. Todd, Camrie Caruso, and brand ambassador/racer Angelle Sampey, Eddie Krawiec and Gaige Herrera of Vance & Hines in Mission Foods’ promotional activities will continue and be enhanced during each racing season.
“Mission Foods has already shown such great passion for NHRA drag racing and giving back to racers, and to now have them become our new entitlement sponsor is an incredibly exciting moment for the NHRA and our race teams,” declared Glen Cromwell, NHRA president. “They were a tremendous partner last year, introducing the Mission #2Fast2Tasty NHRA Challenge that changed the landscape of our race weekends, and we’re thrilled to see that relationship continue to grow on an even bigger level.”
While Camping World is relinquishing its role as national naming sponsor, there is a partnership extension for NHRA with the acknowledged largest recreational vehicle dealer that goes through the 2026 racing season. This solid relationship began in 2020 and continues the designation of Camping World as NHRA’s official RV, RV Dealer and Outdoor Supply company of record. As such, Camping World receives prominent media programming, including commercials and enhancements during all NHRA on FOX broadcasts, digital advertising, robust social media integration and strategic on-site brand placement, NHRA stated.
“We like the loyal and growing NHRA fanbase, and their affinity to camping. NHRA recognizes the product it has in the sport of drag racing and its responsibility to serve its fans,” said Marcus Lemonis, chairman and CEO of Camping World. ”We at Camping World look forward to continuing our relationship with NHRA.”
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