The rumor is now a reality, as Mission Foods and NHRA confirmed the leading brand for tortillas and wraps as the new series sponsor for 2024 and beyond. Additionally, Mission Foods confirmed the popular #2FAST2TASTY Challenge will return as well, increasing drivers’ chances to earn more money in addition to the championship monies. 

The announcement comes as NHRA enters its 73rd season as the premier sanctioning body in all of drag racing. 

“This is a huge opportunity for us to keep connecting with fans while supporting motorsports in a major way,” said Juan Gonzalez, Mission Foods Chief Executive Officer. “There’s nothing better than race weekend, and we are proud that Mission Foods will become the official title sponsor of the NHRA Drag Racing Series.”

Mission Foods has rose in prominence as an industry leader for tortillas and wraps since 1977 and also manufactures a variety of authentic Mexican products.

Mission Foods confirmed the brand will also be fully integrated at all NHRA Mission Foods Drag Racing Series events and will have a strong presence on the midway, on social media and digitally and as part of every NHRA on FOX broadcast. One aspect NHRA racers and fans should find appealing is the brand plans strong NHRA activation at retailers annually and in-market prior to each national event. Fans received a first glimpse of that in 2023, with star NHRA drivers like Antron Brown, Justin Ashley, Erica Enders, Alexis DeJoria, Cruz Pedregon, J.R. Todd, Camrie Caruso, Angelle Sampey, Eddie Krawiec and Gaige Herrera being featured as life-size cutouts with Mission Foods displays across the country. Those activations will increase beginning next season as part of the exciting new multi-year partnership.

“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,” NHRA President Glen Cromwell said. “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.”

The Mission #2Fast2Tasty NHRA Challenge will start at the second race in 2024– the Lucas Oil NHRA Winternationals on March 21-24 at In-N-Out Burger Pomona Dragstrip – and take place at 14 regular-season events, including four-wide races in Las Vegas and Charlotte. The new race program was met with rave reviews from drivers, race teams, and fans in 2023. 

“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 & Trade Marketing. “A lot of drivers have thanked us for the Mission #2Fast2Tasty NHRA Challenge, which has changed the face of weekend racing. NHRA racing fans are extremely brand loyal, and we’ve long felt that our sponsorships are positively driving sales and brand awareness.”