GLENDORA, Calif. — NHRA announced today Dollar General, the nation’s largest small-box discount retailer, will become the title rights sponsor of the first of two NHRA Mello Yello Drag Racing Series events.
The fourth annual Dollar General NHRA Four-Wide Nationals fueled by Full Throttle , the official energy drink of NHRA, will be held April 19-21, 2013 at zMAX Dragway in Charlotte, N.C.
Considered by many as the greatest spectacle in the NHRA Mello Yello Drag Racing Series, the Dollar General NHRA Four-Wide Nationals fueled by Full Throttle is the only event on the annual 24-race schedule featuring the fastest accelerating machines racing side-by-side in a four-wide configuration including Top Fuel, Funny Car, Pro Stock and Pro Stock Motorcycle.
Additionally, there is no other four-lane concrete drag strip in the world that can play host to this one-of-a-kind event than the zMAX Dragway facility.
“Our partnership with Dollar General provides a great opportunity to reach and expose the NHRA brand to a broad audience,” said Gary Darcy, NHRA senior vice president of sales and marketing. “Dollar General has an excellent presence in the region and will be a strong activating partner in the marketplace.”
Dollar General has approximately 1,000 stores in North Carolina and South Carolina and is planning in-market store activation programs for the event. In addition to promotional rights, Dollar General will also receive broadcast elements, display space and signage at the event, pre-event customer activities and corporate hospitality.
“We couldn’t ask for a better partner than Dollar General to get behind one of the most popular and unique events on the NHRA circuit,” said Christian Byrd, general manager of zMAX Dragway. “By extending the partnership Dollar General already has with Charlotte Motor Speedway, we are adding a strong retail presence that will help grow the sport of drag racing across the southeast.”