GLENDORA, Calif. — NHRA announced Toyota Motor Sales, U.S.A., has expanded its participation in the NHRA Mello Yello Drag Racing Series through a multiyear agreement to become the title sponsor of the fall event at The Strip at Las Vegas Motor Speedway in Las Vegas.
As the penultimate race of the NHRA Mello Yello Countdown to the Championship, the NHRA Toyota Nationals, Oct. 24 – 27, will feature contenders in the Top Fuel, Funny Car, Pro Stock and Pro Stock Motorcycle categories as they battle for NHRA Mello Yello Drag Racing Series world championship titles.
As title sponsor, Toyota will have extensive on-site visibility as well as commercial inventory in the ESPN2 telecasts of the event. Given its close proximity to the SEMA Show, the world’s premier automotive-specialty-products trade event staged annually by the Specialty Equipment Market Association and traditionally held in Las Vegas, Toyota has additional promotional opportunities.
“With the combination of the key round in the Countdown, the lead-in to SEMA the following week and the overall excitement of Las Vegas, the NHRA Toyota Nationals is a guaranteed winner,” said Keith Dahl, national manager, motorsports and engagement marketing at Toyota. “The race always plays a crucial role in deciding the NHRA championship, and with opportunities we have to cross promote with SEMA, we are looking forward to growing the event even further in the future.”
“Over the last decade, Toyota has continued to increase its involvement in NHRA Drag Racing, becoming an integral part of the sport at the team level and sanctioning body,” said Gary Darcy, senior vice president of sales and marketing, NHRA. “We appreciate Toyota’s commitment and look forward to working with them to develop exciting activation plans around their sponsorship of the NHRA Toyota Nationals in Las Vegas.”