NHRA, Camping World Strike Major Sponsorship Deal

What started as a tweet has quickly turned into a new primary sponsorship deal between the NHRA and Camping World.

The NHRA announced on Sunday that Camping World, a retailer of recreational vehicles (RVs), RV accessories, and RV-related services, is the new sponsor of the NHRA. The seriesnwill be known as the NHRA Camping World Drag Racing Series, effective immediately.

The news comes just two weeks after a lawsuit was made public between the NHRA and previous sponsor Coca-Cola.

The NHRA filed a lawsuit against Coca-Cola, alleging that the company broke a sponsorship agreement with the NHRA that was to run through 2023.

In the lawsuit, NHRA claims that Coca-Cola missed a $2.86 million payment on May 15. The sponsorship deal is a six-year agreement with Coca-Cola that calls for Coca-Cola to pay the NHRA $5.72 million per year.

The lawsuit also alleges that “Coca-Cola has seized on global tragedy, the COVID-19 pandemic, as a pretext to claim a “breach” and “terminate” the sponsorship agreement early to save money. But neither the Agreement nor the law allows Coca-Cola to do so. This action seeks to hold Coca-Cola to its contractual promises.”

Hey @NHRA we at @CampingWorld aren’t scared of our commitment to racing.. let’s sit down and talk sponsorship.. we’re good for it, just ask your friends at @NASCAR pic.twitter.com/IxwBfGk6Wl

Coca-Cola has been an NHRA sponsor since 2002. The company’s Powerade brand was the series title sponsor before it became the Full Throttle Series in 2009. It’s been the NHRA Mello Yello Series since 2012.

No financial details from the Camping World sponsorship deal with the NHRA were announced.

Camping World was the title sponsor for the NASCAR Truck Series from 2009-18. Gander RV & Outdoors has been the title sponsor for the series the past two years. The NASCAR Trck series will return to its Camping World Truck Series name in 2021.

“I look at NHRA and I see a growing and loyal fan base,” said Marcus Lemonis, chairman and CEO of Camping World. “NHRA recognizes the product it has in the sport of drag racing and its responsibility to serve its fans. We at Camping World look forward to this new relationship.”

NHRA president Glen Cromwell said the deal will coincide with the NHRA’s 70th anniversary and Camping World’s 55th year in 2021.

“Camping World has a strong history in motorsports, and we can’t wait to introduce them to the incredible action of NHRA’s 11,000-horsepower, 330-mph racing,” said Cromwell. Our fans, drivers, teams and partners are thrilled about the potential of this relationship as we welcome Camping World as a partner and entitlement sponsor for the NHRA and its premier series.”

Welcome to the NHRA family, @CampingWorld!

Camping World enters multi-year deal as NHRA pro series sponsor.

MORE: https://t.co/6uCcAJoL50 pic.twitter.com/Ma1Ja56n88

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