By: Werner Communications
DALLAS (May 13, 2025) — When fans think about the Route 66 NHRA Nationals, PEAK Antifreeze is doing everything within their power to make them also think about PEAK. From being the presenting sponsor of the race, to Jack Beckman’s PEAK Chevrolet SS putting up strong numbers on race day, to having a large number of guests at the track – fans will be able to tell this is a PEAK event. But PEAK is taking this a step even further this weekend by sponsoring Drag Race Bracket Bonanza (DRBB), the free bracket game for drag racing fans.
“PEAK came to us last year wanting to sponsor the Chicago race, their home race, and we jumped at the opportunity to bring them on board,” said DRBB creator Elon Werner. “It’s a priority for them to ‘own’ all parts of the Route 66 Nationals, and they saw sponsoring this event for DRBB as an extension of that. A portion of our players are some of the most dedicated drag racing fans out there, but the accessibility of the game also provides an entry point for the more casual or new fan. DRBB allowed PEAK to be able to communicate with both groups, which is one of the reasons why I think they wanted to come back in 2025.”
In the first year of the sponsorship, PEAK offered up prize packs to the top five overall finishers from the race. This year, they are upping the ante. In addition to the top five overall finishers in the global DRBB league winning prizes, they will also be giving a prize to the 1st place finisher in their #PEAKSquad league. The league was created at the beginning of the season and has been steadily growing with players. There will be a big push in Chicago to encourage all of the PEAK guests to compete within the league.
“Our #PEAKSquad community is incredibly important to us,” said Brian Bohlander, director of marketing – Sports & Partnership, Old World Industries. “It’s a community we have been fostering for years both on social media and in-person at events like this. Having another touchpoint where we can communicate with the #PEAKSquad and continue to provide them value is a fantastic opportunity that we want to take advantage of. The Drag Race Bracket Bonanza league is a way for our people to compete in friendly competition and be even more engaged on race day.”
Another way that Drag Race Bracket Bonanza will be cross-promoting with the #PEAKSquad this weekend is with influencer Alex Taylor. She will be filling out her own DRBB bracket that will be publicly revealed on social media after brackets lock on Sunday. Five lucky players in the #PEAKSquad league who have a better performing bracket than Taylor by the end of race day will win a special certificate from DRBB.
“All of our players have been incredibly supportive of our sponsors,” said Werner. “They recognize that since DRBB is a completely free game, sponsors are a necessary part. PEAK has been one of the first of our sponsors to completely take advantage of everything we can offer, from their league, to polling data to support on social media. It’s blown me away seeing how much DRBB has grown, from being an idea I had in my head years ago, to something fans love and look forward to every weekend, to something that sponsors are legitimately interested in making a part of their marketing plan.”
Headquartered in the Chicago suburb of Northbrook, Old World Industries (OWI) continues to be a leading manufacturer of automotive products under its PEAK and BlueDEF brands. The company has been a major sponsor in the NHRA for more than three decades, including as an official partner since the 2013 season. PEAK has also been a longtime sponsor of John Force Racing, which in 2025 includes Top Fuel world champion Brittany Force and Funny Car world champions Jack Beckman and Austin Prock.
DRBB players will have the chance to fill out their brackets for the Route 66 Nationals when qualifying ends at Route 66 Raceway on Saturday, May 17. They will then have until the first round of eliminations begins on Sunday, May 18 at 10:30 a.m. CST to submit their picks. Fans can follow DRBB on social media for cool stats, prize updates, and info on Twitter/X at @dragracebb or @DragRaceBracketBonanza on Instagram, Facebook and YouTube. And they can watch the NHRA broadcast on FS1.
