NHRA (the National Hot Rod Association) has launched a multi-year sponsorship program with Chicago-based fuel-additive company Old World Industries. The program makes Peak Antifreeze, BlueDEFTM Diesel Exhaust Fluid, and Herculiner the official antifreeze, diesel exhaust fulid and bedliner, respectively, of NHRA.
Gary Darcy, SVP of sales and marketing, at NHRA says the deal is Old World Industries’ first official relationship with NHRA. As part of the official sponsorships. During the Mac Tools U.S. Nationals presented by Auto-Plus, Old World Industries will run a new Peak Performance Race Team.
The official sponsorships include onsite presence at all NHRA Full Throttle Drag Racing Series events, advertising through NHRA’s multimedia outlets, and commercial inventory in the ESPN2/ESPN2HD broadcasts, per a release. These products will be available to race teams to further fuel their race success. Old World Industries also plans on engaging fans on-site through the use of NHRA’s Nitro Alley.