Bruno Massel III, an NHRA Comp Eliminator world champ and star TV personality, will unveil a new look for his Chevy Cobalt at the Dodge Power Brokers U.S. Nationals, Aug. 31 through Sept. 5 in Indianapolis.

“Vital Brew Coffee will be launching our new partnership at the U.S. Nationals next weekend where they will be the primary sponsor of my Comp Eliminator racing program for the 2023 season,” Massel said. “Coming off back-to-back final round appearances the past two weeks at the NHRA Heartland Nationals in Topeka and Lucas Oil Nationals in Brainerd, it’s safe to say we have some momentum going our way heading into the US Nationals with Vital Brew Coffee onboard.

“They will be joining longtime sponsors Autogeek.com & Mobile Environmental Solutions along with Garret Turbos, Bruno’s Automotive Products, Fleetwood Tools, National Beverage Screenprinters and Stockseth Racing, as we try and rekindle the Indy magic we found in 2014, when we won the 60th annual running of the event in Stock Eliminator.”

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“I was introduced to the owner of Vital Brew thru a mutual friend a while back and we just sort of hit it off,” Massel said. “I am an avid coffee drinker. I want to have a cup of coffee, first thing when I get out of bed, before I breathe, lol, so they sent me some product to try, and I immediately fell in love with it.”

“I try and stay pretty healthy and active, as much as I can these days. And it's just kind of natural fit for me. I have a cup or two in the morning before my workouts and not only do I get my caffeine fix, I get the healthy benefits of Branch Chain Amino Acids to help me thru my workouts and my day.”

In Indy, Massel will be driving the same Chevy Cobalt he won the 2021 NHRA Comp Eliminator World Championship.

“We'll reveal the car on Thursday during qualifying with the new Vital Brew Coffee look,” Massel said. “You know, this year...I kind of pulled things back. Next year, the approach will be a much more aggressive schedule. So, really looking forward to it. We will be running Comp in (2023) and there might be a Pro Stock element too and who knows, maybe I dust off one of my COPO Camaros that have been sitting collecting dust.”

Massel, who has run a limited Pro Stock schedule in years past, has yet to compete in the Pro Stock ranks this season.

“I race as part of Elite Motorsports, with support of Mark Stockseth,” Massel said. “Mark is the one who has graced me with the opportunity to compete in Pro Stock. This season they just have so much going on with a seven-car team, they’re just overloaded, so we decided to not add to their workload.

“The plan for next year, is kind of see how things play out in terms of the manpower they have. How many cars they're fielding and that kind of stuff, but right now (We are hoping to race) somewhere between five to 10 races next year, if things play out.”

The Indy race will be the last one Massel’s 2022 schedule.

“While this will be the last event I’ll compete in, it’s also a great opportunity to kick this program off on a Big stage,” Massel said. “We'll do some special events and promotions for Vital Brew Coffee this year and then carry things over into the racing season next year.  As part of the launch of this new partnership, Vital Brew Coffee is running a promotion that gives a 30% discount for using the coupon code “BRUNO” at checkout.
 
“You know, it's funny how things sometimes come together.  It's nice to find somebody outside of the world of drag racing that has an interest in our sport, has a belief in it and believes in what you do. The owner of the company is a guy who's in shape, works out all the time.  He's a diehard coffee drinker and wanted to create a coffee that supported a healthy lifestyle and that’s how Vital Brew Coffee was born.  So yeah, it's a natural fit for us, and I think it'll be something that hopefully would be a long-term program.” 

Massel is thankful he’s able to have a racing and TV careers.

“I get asked a lot about how I’m able to juggle both racing at an event and working the NHRA on FOX broadcasts,” he said. “It’s definitely a struggle sometimes, especially come Sundays when I’m deep into eliminations. Without the help of my buddy Darrel Herron and the cast of characters that step in to help with my racing program it would be impossible. The same could be said for the incredible support I receive from my friends and coworkers on the NHRA broadcasting team.”