When Don Schumacher Racing's points-leading Dodge Demon/Pennzoil Top Fuel dragster hits the starting line Friday with driver Leah Pritchett under the canopy for the NHRA Summernationals, it will mark the second event when the epitome of DSR marketing partners' collaborations come to fruition - again.
 
Pennzoil and DSR created in a unique way to salute the upcoming release of the 2018 Dodge Challenger SRT Demon, the fastest and quickest production car to ever hit a dragstrip.
 
Pennzoil, which is in every Dodge vehicle when they leave the factory, has been the "Official Oil Technology" for DSR since March 2015 and has helped to produce three NHRA Mello Yello Drag Racing Series world championships and 58 event titles.
 
"We have been excited since DSR made the switch to Pennzoil a little more than a year ago, and Pennzoil has lived up to their promises and have even gone beyond," said DSR owner Don Schumacher, whose teams have won 16 NHRA world championships and 307 event titles since 1998.
 
It is only appropriate the quickest/fastest production car will be showcased again this weekend on the world's quickest racecar - Pritchett drove to a record world elapsed time of 3.658 seconds in February near Phoenix. Las weekend, she piloted the Demon dragster to the No. 1 qualifying position with a track record time of 3.673 and a semifinals finish at Epping, N.H., to maintain her championship points lead.
 
"The idea for the two-race kickoff to salute the Demon with DSR and Leah makes perfect sense for us," said Mark Henry, Shell Lubricants Brand and Communications Manager. "It was a smart way to expand our business-to-business relationships, especially against the backdrop of DSR's annual Partner Summit with more than 60 of DSR's marketing partners attending."
 
The May 12 event was at DSR headquarters near Indianapolis.
 
"Pennzoil has been a tremendous asset to DSR since they joined our teams," Schumacher said. "Beyond what Pennzoil's great technology has done to improve our performance, they have powered us in marketing with programs like this one with Dodge."
 
DSR art director Aaron Holland worked with Pennzoil and Dodge to create the eye-popping design seen on the dragster, Pritchett's driving suit, helmet and crew shirts.
 
"Fans love it, we love it. It's bringing out our inner Demon so to speak," Pritchett said. "Aaron is a true artist and he gives all of the DSR team's the best-looking racecars out here on the Mello Yello circuit.
 
"We wouldn't be able to be able have the Dodge Demon out here were it not for Pennzoil, so this whole project has been about teamwork.
 
"I am above and beyond grateful and blessed to be able to be in this car. Don Schumacher had the vision for it and has been able to put the right people in the right places."
 
Nothing would be more special to DSR and Pritchett than to have the 330-mph Mopar HEMI®-powered Demon Powered by Pennzoil dragster in the winner's circle this Sunday at the NHRA Summernationals at Old Bridge Township Raceway Park at Englishtown, N.J.