Camping World Steps to the Plate as Possible NHRA Sponsor to Replace Coca-Cola

It’s pretty safe to say that Camping World CEO Marcus Lemonis has the racing itch.

Lemonis, fresh from announcing just a week ago that Camping World was returning as the title sponsor of the NASCAR Truck Series for 2021, has cast a line in the direction of the NHRA Drag Racing Series. The NHRA is in the market for a title sponsor after Coca-Cola informed the series that it was leaving.

The NHRA has filed a lawsuit against Coca-Cola, alleging that the company is breaking a sponsorship agreement with the NHRA that was to run through 2023.

In the lawsuit, NHRA claims that Coca-Cola missed a $2.86 million payment on May 15. The sponsorship deal is a six-year agreement with Coca-Cola that calls for Coca-Cola to pay the NHRA $5.72 million per year.

Coca-Cola has been an NHRA sponsor since 2002. The company’s Powerade brand was the series title sponsor before it became the Full Throttle Series in 2009. It’s been the NHRA Mello Yello Series since 2012.

In the meantime, Lemonis may be looking to seize on another racing opportunity. On Tuesday, Lemonis tweeted his interest in getting involved with the NHRA.

Hey @NHRA we at @CampingWorld aren’t scared of our commitment to racing.. let’s sit down and talk sponsorship.. we’re good for it, just ask your friends at @NASCAR pic.twitter.com/IxwBfGk6Wl

Hey @NHRA we at @CampingWorld aren’t scared of our commitment to racing.. let’s sit down and talk sponsorship.. we’re good for it, just ask your friends at @NASCAR

Camping World was the title sponsor for the NASCAR Truck Series from 2009-18. Gander RV & Outdoors has been the title sponsor for the series the past two years. The series will return to its Camping World Truck Series name in 2021.

NHRA vice president of marketing and communications Jeffrey Young said that the series officials did, indeed see the tweet from Lemonis.

“Our team will hopefully be speaking with them,” Young told Autoweek.

NHRA responded with its own tweet on Tuesday.

Hey @marcuslemonis we at #NHRA have been camping since 1951 and are big fans! Look forward to talking @CampingWorld with you. pic.twitter.com/PbzgkQepsG

As for Lemonis, he’s already working on plans for NASCAR in 2021.

“The transition back to the NASCAR Camping World Truck Series demonstrates the continued power of NASCAR’s brand-loyal fan base and creates a broader touch point with fans who are RV and Outdoor enthusiasts,” Lemonis said in a statement announcing Camping World’s return to NASCAR. “We leveraged the series to support the successful launch of our new brand in 2019, and look forward to celebrating the 2020 NASCAR Gander RV & Outdoors Truck Series Champion in November.

“The next generation of the NASCAR Camping World Truck Series is right around the corner and we’re committed to the series that has delivered for our customers, fans and the entire Camping World family of brands.”

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