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POWERade's sponsorship of NHRA Drag Racing in fourth season
In 2005, NHRA and The Coca-Cola Company's POWERade brand enter their fourth year as partners in presenting the world's fastest motorsports attraction: the NHRA POWERade Drag Racing Series.
POWERade was named only the second series sponsor in the history of the world's largest motorsports sanctioning organization Dec. 3, 2001. The multitiered worldwide exclusive agreement also includes several NHRA official sponsorship programs, including POWERade as the official sports drink, Coca-Cola Classic as the official soft drink, Dasani as the official bottled water, and Full Throttle as the official energy drink of NHRA.
NHRA and POWERade's total payout to competitors in 2005 will be more than $3 million, including the NHRA POWERade championship points fund and NHRA POWERade Top 10 bonus program.
NHRA Professional drivers will compete for a champion's purse of more than $1 million in the NHRA POWERade Drag Racing Series. That total includes the following bonuses for the four World Champions of the NHRA POWERade Drag Racing Series: $400,000 each to the NHRA POWERade World Champions in Top Fuel and Funny Car; $200,000 to the NHRA POWERade World Champion in Pro Stock; and $50,000 to the NHRA POWERade World Champion in Pro Stock Motorcycle.
An additional $778,750 will be split among drivers in Top Fuel, Funny Car, Pro Stock, and Pro Stock Motorcycle who finish in the top 10 in the 2005 NHRA POWERade Drag Racing Series. Top Fuel and Funny Car top 10 finishers will receive bonuses ranging from $100,000 for placing second to $15,000 for ranking 10th. In Pro Stock, the second-place driver will earn $50,000, and the second-place finisher in Pro Stock Motorcycle will claim $15,000.
In addition, NHRA and POWERade provide season-long bonuses totaling $1,187,500 through the NHRA POWERade Top 10 program. These bonuses are awarded to racers who are in the top 10 of their respective categories entering each event in the NHRA POWERade Drag Racing Series. The NHRA POWERade top 10 in Top Fuel and Funny Car receive $2,000 each, and the top 10 drivers in Pro Stock earn $1,000 each. Another $2,500 is paid at each of the 15 races that feature Pro Stock Motorcycle.
Besides marketing and promotional support on both a local and national level, POWERade provides advertising support during NHRA's 23 national event television shows, aired exclusively on ESPN2, and within other shows and programs on a variety of networks.
NHRA's partnership with POWERade also includes a major commitment and involvement from Coca-Cola Enterprises, the world's largest marketer, producer, and distributor of products of The Coca-Cola Company, to provide series sponsorship support at the consumer distribution level.
POWERade is one of the key brands of The Coca-Cola Company. In July 2001, Coca-Cola launched an improved formula for POWERade featuring vitamins B-3, B-6, and B-12, which play a role in energy metabolism.