NHRA and IMG agree to strategic partnership

Global sports and entertainment company, IMG, has agreed a strategic partnership with the NHRA, the world’s largest motorsport organization, to become its exclusive outside sponsorship marketing agent.

Under the deal, IMG will work alongside the current sales teams at NHRA to secure non-endemic sponsorship, conduct brand study and prepare recommendations on how to enhance the sales, marketing and branding efforts of the NHRA.

George Pyne, president of IMG Sports and Entertainment, said: “NHRA is a tremendous value proposition, not only in motorsports, but in all of sports. NHRA offers unmatched access to both its stars and its fans and, coupled with its nationwide footprint, makes for a perfect fit for any organization considering sports sponsorship".

In signing the deal, the NHRA highlighted 'IMG's large portfolio of marketing assets and services with regional locations in New York, London, and Hong Kong'.