Mello Yello is extending its relationship with the world’s largest motorsports sanctioning body by continuing its longstanding association as sponsor of NHRA’s premier series.
Racquel Mason, vice president, Sprite & Flavors brands for Coca-Cola North America, and Peter Clifford, NHRA president, 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 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.”
Since 2002, Mello Yello and other Coca-Cola brands have played a significant role at NHRA events through the sponsorship, offering fans and drivers refreshment and fun. In its time as the banner brand for NHRA’s premier series, Mello Yello has gained market share and shows no signs of slowing down. The NHRA announced preliminary plans to implement services and interactive experiences tailored to first-time attendees at all 2018 NHRA Mello Yello Drag Racing Series events.
“The Coca-Cola Company is an important part of the continued success of NHRA drag racing,” Clifford said. “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.”