NHRA and primary sponsor Full Throttle Energy Drink will put a new face on drag racing’s premier series in 2010 with the unveiling of a new series logo.

NHRA’s top Professional series, consisting of Top Fuel, Funny Car, Pro Stock, and Pro Stock Motorcycle, first partnered with The Coca-Cola Company in 2001, and the association will continue through at least 2013. Full Throttle Energy Drink assumed the title sponsorship from POWERADE beginning with the 2009 season, launching what is arguably one of the strongest synergies between brand and sport in the sports and entertainment industry.

The association between NHRA and Coca-Cola North America, with support from Coca-Cola Enterprises, represents one of the longest-running series sponsorships in motorsports, and the move to Full Throttle Energy Drink marks the lead sports marketing association for the beverage company’s lead energy drink, which has been the official energy drink of NHRA since 2005.

NHRA’s top Professional series features 23 races from February through November, all of which are broadcast by ESPN2 in HD.