The National Hot Rod Association and recreational vehicle parts and service brand Camping World appear set to announce a new title rights sponsorship agreement, perhaps as early as Sunday afternoon during the FOX Sports broadcast of the Mopar ExpressLane NHR Midwest Nationals in Madison, Illinois.
Associated Press reporter Jenna Fryer revealed via Twitter Saturday afternoon that “NHRA is expected to announce new title sponsorship with Camping World tomorrow. Deal came together over 2 weeks after Mello Yello ended its partnership and Marcus Lemonis took note on Twitter. Relationship began then.”
Lemonis, Camping World CEO and star of reality television program The Profit on NBC, all but confirmed Fryers’ report via his Twitter account, responding “The fans deserve it…the racing community deserves it,” later adding “Hey NHRA and Camping World fans, I started the process on making 10,000 t-shirts to give away. This is what an assumptive close looks like in business in case you’re wondering.”
Lemonis also shared what would appear an official NHRA Camping World Drag Racing Series logo.
Camping World began its courtship of the NHRA on Twitter following President Glen Cromwell’s very-public announcement September 21 of the organizations’ pending lawsuit against longtime title rights sponsor Coca-Cola, after it reportedly broke its contractual agreement. Coca-Cola was set to pay the NHRA $34,320,000 over the duration of its current six-year agreement, or $5,720,000 annually. Coca-Cola and NHRA have been partnered since 2002.
Camping World would be just the third title sponsor of the NHRA’s premiere drag racing series since 1975. Specializing in selling recreational vehicles, recreational vehicle parts, and recreational vehicle service, Camping World has annual revenues of nearly $5 billion and provides its services at more than 220 locations nationwide.
Jeffrey Young, NHRA’s VP of marketing and communications, confirmed to Dragzine this week that despite seeking legal action, the top-tier series will remain known as the NHRA Mello Yello Drag Racing Series through the remainder of the 2020 season.
Dragzine will report additional information as it comes available.