In 2008, NHRA and The Coca-Cola Company's POWERade brand enters its seventh year as partners in presenting the world's fastest motorsports attraction: the NHRA POWERade Drag Racing Series. POWERade was named only the second series sponsor in the history of the world's largest motorsports sanctioning organization on Dec. 3, 2001. The multitiered worldwide exclusive agreement also includes several NHRA official sponsorship programs, including POWERade as the official sports drink, Coca-Cola Classic as the official soft drink, Dasani as the official bottled water, and Full Throttle as the official energy drink.

NHRA's partnership with POWERade also includes a major commitment and involvement from Coca-Cola Enterprises, the world's largest marketer, producer, and distributor of products of The Coca-Cola Company, to provide series sponsorship support at the consumer distribution level. POWERade is one of the key brands of The Coca-Cola Company. In July 2001, Coca-Cola launched an improved formula for POWERade featuring vitamins B-3, B-6, and B-12, which play a role in energy metabolism. Each year brings exciting news for POWERade, be it launching a new flavor such as Black Cherry Lime in 2004 or packaging innovations.