The National Hot Rod Association Hits a Coca-Cola Speed Bump

The professional level of the NHRA contained four classes of dragsters - Top Fuel, Funny Car, Pro Stock, and Pro Stock Motorcycle (Gifford 2006). The NHRA created specific types of drag racing and then managed the events at race venues in exchange for fees from racetrack owners and operators (Gailey...

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Bibliographic Details
Published in:Journal of case studies 2022-12, Vol.40 (3), p.59-66
Main Authors: Young, Joyce A, Clark, Paul W
Format: Article
Language:English
Subjects:
Agreements
Associations, institutions, etc
Automobile racing
Corporate sponsorship
COVID-19
Fees & charges
Hot rods
Muscle cars
Nielsen ratings
Pandemics
Societies
Soft drink industry
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Summary:The professional level of the NHRA contained four classes of dragsters - Top Fuel, Funny Car, Pro Stock, and Pro Stock Motorcycle (Gifford 2006). The NHRA created specific types of drag racing and then managed the events at race venues in exchange for fees from racetrack owners and operators (Gailey & Young, 2012). Coca-Cola, the marketer, selected its Mello Yello beverage brand to use for the various naming rights (National Hot Rod Association v. The Coca-Cola Co., 2020): * the series, * the official beverage, sponsor, and fan refreshment of the NHRA, * the official beverage at the four NHRA-owned and operated dragstrips, * the prize fund, * top ten champion awards, * annual awards ceremony, * one Nationals event. Coinciding with Coca-Cola's previous decision not to renew its relationship with the NHRA when the current sponsorship contract expired, the beverage company had signed on as a Premier Partner for the National Association of Stock Car Auto Racing (NASCAR) Cup Series beginning in 2020 (Brown, 2019:
ISSN:2162-3171
2162-3171