Monday, the National Hot Rod Association announced they were filing a law suit against the Coca-Cola Company. NHRA’s professional series is sponsored by Coke brand, Mello Yello. The series’ top echelon has been sponsored by a Coke company since 2002. All that looks to be changing despite a contract that is not set to expire until 2023.
“We have never filed a lawsuit like this in our history, and we never expected to be forced to take action against such a longstanding partner,” NHRA President Glen Cromwell said in a release. “We value relationships with our sponsors, we do not take this action lightly. But we are unwavering in our belief that we have no other option to protect our rights and the interests of our racing community, especially the racers whose purse was funded in large part by this agreement.”
First of all, if I’m the NHRA I have a right to be heated about this situation. Here is a company that you have treated exceptionally since they joined. After a long run with Powerade and then with Full Throttle before Mello Yello took naming rights, you decide to leave. Not only just leave but leave in the middle of a pandemic where everyone is hurting.
NHRA has promoted the brand better than anyone around. If you’ve ever attended an NHRA event you know that their midway is outstanding. The Mello Yello Powerhouse had it all from free samples to pictures with the Wally (NHRA’s National Event Trophy). All of this in an effort for you as a fan to go and buy their product in the store.
Plus the NHRA announced a multi-year contract with FOX to broadcast that brand. What gives someone the reason to pull out of a contract early? To me this is a way that Coke can leave and use the pandemic as an excuse. It’s a terrible one at that. More or less it’s an effort to back stab an organization that has supported you for almost two decades.
It’s a world-wide company that has pushed the NHRA to the rear for years. It’s time the sanctioning body steps up and moves on.
Camping World stepping in?
Tuesday, after the announcement of the Coke departure and lawsuit, Camping World CEO Marcus Lemonis took to Twitter. He states the sanctioning body should head towards his family like atmosphere.
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
— Marcus Lemonis (@marcuslemonis) September 22, 2020
He is a vocal leader in the motorsports world already. Camping World had sponsored the Truck Series before rebranding at the beginning of 2019 to the Gander Outdoors Truck Series. Gander Outdoors is a flagship of the Camping World banner. As he tweeted, Lemonis, is a huge supporter of motorsports. Tying the NHRA name with someone like Camping World gives them trust that they need.
This is the perfect opportunity to be the title sponsor of the fastest sport on the planet. The NHRA fan base tweeted back to Lemonis and so have many of it’s drivers. All wanting to see the two come to an agreement.
2018 NHRA Funny Car Champion JR Todd made a simple yet powerful statement in a tweet, “Make it Happen,” as he retweeted Lemonis. Funny Car Champion and well liked driver amongst the fans and fellow competitors Ron Capps also added his two cents in favor of Lemonis’ company.
Make it happen https://t.co/PPWeVqyO45
— J.R. Todd (@JRTodd373) September 22, 2020
Take a Chance NHRA
Now I’ll add mine. NHRA needs to make this happen. Not only for the funding they are looking for. But they need this to show that they are just as capable to survive without Coke as Coke will to them. It also shows Coke that the NHRA was a large branding source for them.
Camping World stepping in gives the series so many options for brand loyalty. Just like other forms of motorsports, a typical NHRA weekend involves camping and fans spending time around the facility other than the event itself. I’ve been to many NASCAR events and camped. I’ve been to many NHRA events and camped. The atmosphere is very similar between the two. Camping World would benefit more than they imagine if they get this partnership.
Not only is the writing on the wall for them to take it. They can broaden their brand as well as consumer base. This creates a bond that would seem pretty strong in my eyes. I know I’d seek out a Camping World a little more.
Take a chance NHRA. Get away from Coke and bring in Camping World. Here’s your golden ticket to the next 20 years, all you have to do is reach out.
