Coke Re-ups as NHRA Sponsor

ATLANTA Coca-Cola has renewed its title sponsorship of the National Hot Road Association’s drag racing series through 2011, the company said Thursday at a press conference in Atlanta.

Coke, through its sports drink, Powerade, has been the title sponsor of the series since 2002 and had two years remaining on that contract. The name of the series has been NHRA Powerade since that agreement, and Powerade will remain in the name through the new contract.

“As a sports drink, Powerade defies convention, which is exactly what NHRA competitors do each time they roar down the track,” said Don Knauss, president of Coca-Cola North America.