NHRA PARTNERS WITH SFX SPORTS, A GLOBAL LEADER IN SPORTS MARKETING, ON TELEVISION SPONSPORSHIP & MARKETING EFFORTS Partnership Viewed as an Important Step in the Association's Three-Year Plan to Maximize the Marketability, Sponsorship Value &...
NHRA PARTNERS WITH SFX SPORTS, A GLOBAL LEADER IN SPORTS MARKETING, ON TELEVISION SPONSPORSHIP & MARKETING EFFORTS
Partnership Viewed as an Important Step in the Association's Three-Year Plan to Maximize the Marketability, Sponsorship Value & Growth of the Sport
GLENDORA, Calif. (June 28, 1999) - National Hot Rod Association (NHRA) Executive Vice President and General Manager, Tom Compton announced today a strategic partnership on the Association's sports television package with SFX Sports Group, part of SFX Entertainment Inc., based in New York. The NHRA will work with SFX Sports to secure long-term, high profile television contracts that will bring the sport of NHRA drag racing to more fans than ever before. SFX Sports specializes in the representation of athletes and broadcasters, integrated event management, television programming and production and marketing consulting services. SFX is the world's largest diversified promoter, producer and venue operator for live entertainment events. "SFX Sports brings the experience and wherewithal to accomplish our primary goal to increase the growth of NHRA drag racing," said Compton. "The demand for the sport is clearly there, we expect that SFX Sports is going to make the deals that quench our loyal fans' desire for our unique brand of racing as well as attract new fans to the sport." SFX Sports has specialized in creating integrated television, marketing and sponsorship packages for teams, leagues and organizations such as Major League Baseball, The ATP Tour, The Pro Bowlers Association and Little League Baseball among others. "We are well aware that the fastest growing segment in the sports television industry is motorsports and we fully intend to help NHRA take advantage of television sponsorship and marketing opportunities so that it becomes the premier motorsports organization," said Mike Trager, president, television and entertainment at SFX Sports. This is the second of three important strategic relationships for the NHRA. In March the Association announced its relationship with Hill and Knowlton, one of the world's largest global public relations firms to broaden the scope of the NHRA's overall communications efforts. The third piece of the strategic partnership is expected shortly as the NHRA will announce its advertising agency of record. The move was applauded both inside and outside the Association as an important step forward with the organization's commitment to a three-year plan to maximize the marketability and popularity of the sport. "The NHRA is clearly committed to raising the level of prestige and bringing more fans and sponsors to the sport of drag racing," said John Force, the winningest Funny Car driver in NHRA history with his Castrol GTX Ford Mustang. "It is going to take a collective effort to accomplish our goals for the sport, and it is nice to know that the Association is bringing in the right strategic partners heading into the next century." "The NHRA is a primary component of our sports marketing program -- both through our sponsorship of the Budweiser King Racing Team and our status as the official beer of the NHRA," said Tony Ponturo, vice president of corporate media and sports marketing, Anheuser-Busch, Inc. "We're glad to see the NHRA and SFX teaming up to make the sport a more attractive investment for sponsors." "We are putting the pieces in place that will strengthen the NHRA's position within the sports community as it approaches its second 50 years and a new century," said Compton. "We are bringing in world class organizations, under the direction of our internal staff, that will build NHRA drag racing into one of the most formidable motorsports in the world." Headquartered in Glendora, Calif., the NHRA is the primary sanctioning body for the sport of drag racing in the United States. It presents 22 national events through its NHRA Winston Drag Racing Series. The NHRA boasts 85,000 members nationwide and 142 member tracks. The NHRA-sanctioned sportsman and bracket racing series' provide competition opportunities for drivers of all levels. The NHRA develops the stars of tomorrow by offering the Federal-Mogul Drag Racing Series, Sears Craftsman E.T. Racing Series and the Street Legal Program. The NHRA also offers the Jr. Drag Racing League for youths ages eight to 17.