The National Hot Rod Association, also known as NHRA Drag Racing, has appointed JRL Group to manage and expand a comprehensive licensing programme under the NHRA brand.
Founded in 1951, the National Hot Rod Association is the world’s largest motorsports sanctioning body and has been the preeminent force in the world of Drag Racing and Hot Rodding. The NHRA fields race teams with over 11,000 horsepower that reach speeds of over 300mph in just under four seconds.
“There’s nothing like it in all of sports. The speed, the acceleration, the sound, the technology; it is the most unbelievable sensory experience in motorsports. It is like standing next to the launch of the Space Shuttle,” said Andrew Lieb, president, JRL Group.
“For decades the NHRA has been recognised as the premier sanctioning body in motorsports with not only legendary teams and drivers racing down the track, but extremely loyal fans that are passionate about the sport they love.
“We are very excited about the licensing opportunities and we plan to leverage the NHRA’s rich heritage as well as its best-in-class reputation to deliver high quality products for these loyal fans.”
The NHRA Mello Yello Drag Racing Series includes 24 national events televised exclusively with Fox Sports Network. Fox Sports networks airs more than 550 hours of programming and is highlighted by 17 live race-day shows, including four on Fox’s national network, in addition to primetime Friday night qualifying shows.
Under the guidance of JRL Group, the NHRA brand is looking to expand into categories spanning lifestyle apparel and accessories, automotive tools and accessories, garage accessories, electronics, housewares, toys, gifts and novelties, collectables, publishing, and outdoor recreation.