NHRA: GR8RIDE becomes official internet technology partner of NHRA

Posted By Terry Callahan
Motorsports Editor, The Auto Channel

GLENDORA, Calif. - The National Hot Rod Association (NHRA) and GR8RIDE, the leading online resource for automotive enthusiasts maximizing the content of Primedia's 29 leading automotive magazines, announced today a comprehensive marketing partnership which establishes GR8RIDE as the official Internet technology partner of the NHRA, and creates a multi-platform marketing program involving Primedia's automotive enthusiast magazines and special events.

In the agreement, Primedia's GR8RIDE will provide hosting, design, and online advertising and sales solutions for NHRA.com, the official website of the NHRA. NHRA.com, launched in 1995 as the first major motorsports Internet site, attracts more than 20 million page views per month. The enhancements, e-commerce features and promotional support that will be added by Primedia's GR8RIDE and Primedia's automotive enthusiast publications are geared to drive even more Internet traffic to NHRA.com.

In addition, Primedia's GR8RIDE will develop marketing programs in support of all NHRA events and the NHRA's 50th Anniversary. The NHRA evaluated a number of leading companies from across the media, entertainment and sports markets before making the decision to partner with Primedia's GR8RIDE. Financial terms of the agreement were not disclosed.

"We're very excited about our new relationship with Primedia's GR8RIDE," said Gary Darcy, NHRA vice president of marketing. "As the Internet continues to evolve, it is important for NHRA to maintain its presence as a leader among motorsports sanctioning bodies in Cyberspace. We're confident that a progressive company like Primedia's GR8RIDE will continue to ensure NHRA.com's high visibility among motorsports web surfers. But our partnership entails much more than just the Internet, as we will be involved in many promotional opportunities through many of Primedia's excellent high-performance publications."

Other key initiatives in the agreement include NHRA national event ticket promotions throughout Primedia's many motorsports-themed publications, including Drag Racing USA, Popular Hot Rodding, Super Chevy and GM High Performance, among others. In addition, NHRA will receive prominent advertising positioning on all of Primedia's automotive enthusiast publication websites.

"We are honored to enter into this partnership with the NHRA," said Tom Rogers, chairman and CEO of Primedia. "Primedia's GR8RIDE and its automotive enthusiast publishing group are the only entities capable of leveraging the Internet, traditional print and broadcast vehicles to provide a fully integrated approach in this market category. The NHRA, through its work with GR8RIDE, will be the leading motorsports destination online."

Other terms of the partnership calls for Primedia's GR8RIDE to develop an e-mail marketing program that targets more than 100,000 of its website users to promote NHRA national event ticket sales. Primedia's GR8RIDE also will assist in developing an online NHRA TV program, as well as assist with the development of 10 additional NHRA sister websites.

"We are excited about the opportunity to work with the NHRA and to enhance its ability to reach its millions of fans and consumers," said George Vrabeck, CEO of Primedia's GR8RIDE. "Primedia's GR8RIDE has had a highly successful first six months, and the NHRA alliance will further accelerate our growth as we build on our position as the leading automotive source."

Text Provided By Anthony Vestal

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