Mello Yello Extends Title Sponsorship Of NHRA Premier Series

Coca-Cola's Mello Yello brand this morning will announce an extension of its title sponsorship for the NHRA’s premier series through ’23, a significant and stabilizing business win for the drag-racing circuit. The sides are not releasing financial details of the agreement, but sources said the annual value is worth around -- or even slightly above -- $5M. Previous reports pegged the last agreement, which was set to run from '13-18, as worth $3-4M annually. The NHRA and Coke started their entitlement relationship in ’02, with Mello Yello being the third brand that has been pushed over the years.