NHRA announced that Fire Department Coffee, a veteran-owned coffee brand that supports first responders, has been named the Official Coffee of NHRA as part of a multi-year agreement.
As the Official Coffee of NHRA, Fire Dept. Coffee will see integrations across all NHRA marketing and social media, with a robust advertising campaign coupled with on-site activations at Pit Side Experiences at all NHRA national events. Its first on-site presence will be at the Amalie Motor Oil NHRA Gatornationals (March 9-12) at famed Gainesville Raceway.
Fire Dept. Coffee will also spearhead the inaugural NHRA Hero of the Day program. The program will identify and honor a local Veteran, firefighter or first responder in the crowd at all 2023 NHRA Camping World Drag Racing Series season events.
"We're looking forward to the opportunity to introduce our brand, and our mission, and get out on the track to share Fire Dept. Coffee with NHRA fans across the country," Luke Schneider, founder and CEO of Fire Department Coffee, said in the announcement. "It's especially exciting to use our new platform to honor a local hero at each event."
For 2023, Fire Dept. Coffee has set its sights on forging partnerships within the racing community, an opportunity to promote keeping drivers – and their fans – fueled on race day and beyond. One key partnership is with NHRA Top Fuel star Antron Brown, a three-time world champion with 71 career wins, and owner of AB Motorsports. Brown became a team owner for the first time during the 2022 season and will work closely with Fire Department Coffee to introduce his dedicated fanbase and following to the brand throughout the year.
"As we embark on this new venture with the AB Motorsports Pit Side Experience and operate the program internally at ABM, we couldn't be more thrilled to welcome Fire Department Coffee as the presenting partner of the Pit Side Experience," Brown said in the announcement. "We host upwards of 6,000 guests each year amongst Matco Tools, FVP and the ABM roster of partners, and for Fire Dept. Coffee to see the NHRA and ABM as a prominent marketing platform makes us very proud. We'll have a permanent coffee bar inside the Pit Side Experience for our guests and team to enjoy, and we're ready to help introduce the NHRA fan base to a great coffee brand."