By Lisa Michler
Earlier this year, DPAM made the decision to become a sponsor of the NHRA. What is NHRA? Founded in 1951, the National Hot Rod Association began as an initiative to get hot rod racers off the streets and onto legal drag strips. Today, NHRA is the world’s largest promoter of professional drag racing. Highlights of DENSO’s involvement with NHRA for 2016 are:
Naming rights to the spring race held in Las Vegas: The “DENSO Spark Plugs NHRA Nationals” was held April 1-3, 2016, at the Las Vegas Motor Speedway.
Contingency Sponsorship: In addition to the professional racers you see on television, there are thousands and thousands of racers actively involved in NHRA-sanctioned events held throughout the US and Canada. What is a “contingency sponsorship”? Basically, any of these racers who win a race and have a DENSO spark plugs decal on their race vehicle and have DENSO spark plugs installed on their vehicle, receive a monetary payment from DENSO. For many racers, the contingency program helps fund their racing activity.
Midway Display and Distribution: While there are hundreds of NHRA-sanctioned races that take place throughout the U.S. and Canada, the main “circuit of events” is known as the NHRA Mello Yello Drag Racing Series. It crisscrosses the U.S. making 24 stops in 21 cities over the course of 10 months. We’ve teamed with a partner that takes a 53-foot tractor-trailer to all 24 events, providing us with display space and distribution opportunities for our spark plugs.
The results of our involvement this year have been outstanding.
With the final races of “Countdown to the Championship” still to come, we’ll soon know the full value of DENSO’s sponsorship. We’re looking forward to a spectacular finish!