EDITOR’S NOTE – For the next year, CompetitionPlus.com will celebrate its journey to 25 years of reporting drag racing news you can trust. The Road to 25 Series will present a story from each year that impacted the drag racing world. Today’s installment focuses on 2002’s Story of the Year, focusing on the introduction of Coca-Cola as NHRA’s new series sponsor to replace RJ Reynolds/Winston.
Drag racing faced a transition year in 2002.
Beverage icon Coca-Cola stepped up as NHRA’s series sponsor, becoming just the second primary major sponsor in NHRA history. They chose their POWERade brand as the product showcasing the marketing agreement.
The deal was a multi-tiered program, a five-year program in which Coca-Cola Classic and Desani would become the official soft drink and water.
NHRA President Tom Compton assured those within the world of drag racing, “The announcement would be a blockbuster with the “promotional and marketing clout that the Coca Cola Company commands worldwide, promises of a colossal sponsorship agreement is truly immense.”
Compton told USA Today that the NHRA’s ability to find a new sponsor during a recession solidifies it as a clear No. 2 in U.S. motorsports.
The initial program netted NHRA a $3 million package, with at least a little more than $1 million going into the top ten bonus fund program. The prizes for the Top Fuel and Funny Car season champions increased from $200,000 to $400,000, while the Pro Stock champion earns $200,000, up from $75,000, and the Pro Stock Motorcycle winner gets $50,000, up from $30,000.
The Coke deal came on the heels of Winston’s forced eventual departure from motorsports. Drag racing fell victim to the 1998 tobacco settlement, and inevitably, RJR was forced to choose between its three primary sponsorship venues – NASCAR, the NHRA, and the Vantage Championship, a Senior PGA Tour event.
Coke gained a welcoming wagon from the Professional Racers Organization.
“We look forward to meeting the POWERade team and building the type of close relationships we enjoyed with the R.J. Reynolds team over the past 27 years,” said then PRO President Bob Vandergriff, Sr. “This business is all about relationships, and we applaud NHRA’s ability to build long-term relationships with key business partners.
“The increased points fund will directly reward our members for their season-long support of the NHRA POWERade Series, and POWERade’s pre-race promotions will draw more fans to our 23 national events. That’s great news for team owners, track operators, and our corporate sponsors.
“(NHRA President) Tom Compton just gave us all an early Christmas present,” closed Vandergriff.
2002 Drag Racing News At A Glance…
* Pro Stock Truck Owners Association filed a lawsuit against NHRA for canceling class.
* John Force drove his Castrol GTX Ford Mustang further into the record books, earning the 12th Funny Car championship of his career and 10th straight. He claimed his 100th victory in April and went on to win his 106th at the Finals.
* Kenny Bernstein completed his final season as a Top Fuel driver before retiring.
* Larry Dixon played the spoiler in Bernstein’s retirement tour, earning the Top Fuel championship for the first time in his career. Dixon took the points lead with a win at the season opener at Pomona, Calif., in February and never looked back. He is only the second Top Fuel champion to hold the points lead all season. Dixon won nine events in 14 final-round appearances.
* IHRA announces new venues joining the tour, including Toronto Motor Sports Park (Cayuga) and U.S. 131 Motorsports Park (Martin).
Clay Millican wins IHRA Top Fuel championship and is joined by Shannon Jenkins (Pro Modified), Doug Vancil (Nitro Harley), Jimmy Rector (Alcohol Funny Car) and Brian Gahm (Pro Stock).
* Bobby Lagana Jr., driver of the “Twilight Zone” Top Fuel Dragster in Hooters IHRA Racing Series competition, is to be featured on the Warner Brothers produced and syndicated reality/comedy dating show “Elimidate”. “Elimidate” is the “Survivor ” of dating shows.
