Drag racing veteran Tony Pedregon has once again partnered with WIX Filters. WIX will be the major sponsor on Pedregon’s Toyota Funny Car for four events during the 2013 season (source: WIX Filters).
Pedregon originally introduced WIX to drag racing back in 2011 as a season-long associate partnership on both his and his brother Cruz’s Funny Cars. WIX was also the primary sponsor on Tony’s car when it performed at the 2011 Four-Wide Nationals in Concord, North Carolina, at zMax Dragway. This was WIX Filters’ first foray into the drag racing world and its incredible brand fan loyalty.
Said WIX brand manager Mike Harvey,
“WIX is looking forward to another action-packed season of NHRA racing with Team Pedregon. The Mello Yello Drag Racing Series is one of the most popular forms of racing and serving as the primary at four races known for its enthusiastic crowds offers us a great platform to highlight the WIX brand.”
WIX has had relationships in other motorsports such as NASCAR and IndyCar. They are owned by Michigan based Affinia Group, which is a holding company for several different automotive aftermarket products, comprising mostly of brake, filtration and chassis parts. Heading into their 75th year of operation, WIX Filters headquarters are just outside Charlotte, North Carolina.
Tony Pedregon is a two-time world champion in Funny Car with 43 career victories. Born and raised in Southern California, he’s the youngest of three sons — his father was the famous Flamin’ Frank Pedregon who drag raced in the early days of the sport. On the side, Tony is an accomplished painter of racing helmets.
Other recent sponsors
This sponsorship is but one of many that have been added recently to the NHRA family. Just last week, Buffalo Turbine signed a multi-year extension of its business relationship with the NHRA. Also last week, Agave Underground (tequila) announced they would enter drag racing with long-term sponsorship of a Pro Mod team (source: Drag Illustrated). O’Reilly Auto Parts re-upped their title sponsorship of the SpringNationals in Houston with a multi-year deal. Last month Auto-Plus became the title sponsor on the first ever New England Nationals, while Dollar General announced they would be the title rights sponsor at the Four-Wide Nationals (source: Drag Race Central).
Sponsorship in drag racing is second to none as far as value and here’s a note that was brought up during the ESPN television coverage of the Gatornationals this past week. It was stated that the Gainesville area receives more economic input in a single year from one Gatornationals weekend than all the Florida Gator games at Florida Field combined. Florida often sells 90,000 seats eight times a year for their college football events. That’s the marketing power of drag racing.