If there’s one strength the original International Hot Rod Association [IHRA] boasted, it was the keen ability to think outside of the box. Some five decades later, a new management group aimed at reviving the old-school version of the race series appears to be following the same lead.
The new IHRA, in a statement released on Friday, December 27, 2024, revealed that the series will be prominently featured during the Cincinnati Bengals’ game against the Denver Broncos on Saturday at Paycor Stadium. Kickoff is set for Saturday, Dec. 28, 2024, at 4:30 p.m. Eastern, with the game broadcast on the NFL Network.
Initially planned for January 2, 2025, a press conference was deemed unnecessary due to the significance of this new partnership. The IHRA, now under Cuttell Motorsports LLC and headquartered in Fairfield, Ohio, is seizing the opportunity to enhance visibility during this crucial playoff match.
Notable attendees at the game will include Senator Mark R. Maynard and several IHRA champions, such as five-time world champion “Trickie” Rickie Smith and six-time Pro Mod champion Scotty Cannon. Additional current drivers and executives, including IHRA Owner/Operator Darryl Cuttell, President Kenny Nowling, and Vice President D’Arcy Gribbin, will also be present.
The new agreement encompasses a robust advertising partnership with the Bengals, featuring digital signage displaying the IHRA brand both inside and outside the stadium. Fans watching the game who share photos of the IHRA logo on social media using the hashtag #IHRAReturnToGlory will have a chance to win official IHRA merchandise.
Billboards promoting the IHRA will be strategically placed throughout Cincinnati, including key interstate intersections. The campaign aims to increase brand exposure to millions of potential new fans.
“The scope of this announcement was too big to wait until the new year,” said IHRA President Kenny Nowling. “This partnership with the Bengals was too great not to take advantage of. It’s a wonderful Christmas present for our partners and fans.”
During halftime, the IHRA will reveal significant news for 2025 via social media and its website. The association will also introduce its new media division, led by Executive Producer Steve Grein, providing real-time behind-the-scenes content from the game.
“I can’t thank the Bengals organization and the incredible IHRA team enough for bringing this from concept to execution in less than 48 hours,” Nowling said. “They’ve sacrificed much of their Christmas Eve to put all this together.”
Fans can expect more announcements soon, including new IHRA track partnerships.
