NHRA announces multibrand official sponsorship agreement with Old World Industries
Wednesday, September 26, 2012

NHRA has entered into a multiyear agreement with Old World Industries LLC, naming Peak Antifreeze, BlueDEF Diesel Exhaust Fluid, and Herculiner official sponsors of NHRA beginning in 2013.

As part of the agreement, NHRA will feature the following Old World Industries brands as official status:
• Peak Antifreeze -- official antifreeze of NHRA
• BlueDEF Diesel Exhaust Fluid -- official diesel exhaust fluid of NHRA
• Herculiner -- official bedliner of NHRA

“We are excited to have Old World Industries join NHRA’s official sponsor roster and develop a comprehensive marketing program to showcase their brands,” said Gary Darcy, NHRA senior vice president of sales and marketing. “With three official categories, two of which are new to the NHRA, and a team of Professional and Sportsman racers to wave the company’s banner, Old World Industries is showing a strong commitment to NHRA.”

This represents Old World Industries’ first official relationship with NHRA. As part of the official sponsorships, Peak will maintain its long-standing primary sponsorship on the Peak Motor Oil Top Fuel dragster of TJ Zizzo. In addition, during the Mac Tools U.S. Nationals presented by Auto-Plus, Old World Industries announced the formation of the Peak Performance race team, which includes Zizzo as well as NHRA Lucas Oil Drag Racing Series competitors Duane Shields, Jay Payne, Dan Fletcher, and Sherman Adcock Jr.

“Peak, BlueDEF, and Herculiner brands are all great fits for NHRA and its fans,” said Bryan Emrich, Old World Industries senior vice president of marketing. “We’re really excited to be an official partner and to interact with fans at the tracks and during special events.”

The official sponsorships include on-site presence at all NHRA Full Throttle Drag Racing Series events, advertising through NHRA’s multimedia outlets, and commercial inventory in the ESPN2/ESPN2HD broadcasts. These products will be available to race teams to further fuel their race success. Old World Industries also plans to engage fans on-site through the use of NHRA’s Nitro Alley.

Old World Industries LLC, headquartered outside of Chicago in Northbrook, Ill., was founded more than 30 years ago by Tom Hurvis and Riaz Waraich. Today, Old World Industries conducts business in more than 52 countries around the globe as a symbol of growth and success. Peak Performance Products provides a variety of consumer products for automotive enthusiasts. BlueDEF diesel exhaust fluid is one of the key elements of the Selective Catalytic Reduction (SCR) process used by medium- and heavy-duty engine builders to meet EPA 2010 regulations. Herculiner is a durable do-it-yourself truck bedliner that goes on in three easy steps. Log on to the product websites, www.peakauto.com, www.bluedef.com, and www.herculiner.com.