NHRA officials have announced that Mission Foods—a leading producer of tortillas and wraps—will be named the title sponsor of the NHRA’s premier professional series. Starting in the 2024 season, it will be known as the NHRA Mission Foods Drag Racing Series.

The multiyear title series partnership begins next year as the NHRA celebrates its 73rd year in 2024 and comes after a successful first-year partnership between the two companies this season. Mission Foods and NHRA partnered together this year for the Mission #2Fast2Tasty NHRA Challenge, introducing competitive racing—as well as a bonus purse and bonus playoff points—to Saturday qualifying.

The overwhelming success of the current program helped lead to the expansion of the series title partnership for Mission Foods, which will include significant activation at the track and nearby store locations for all 21 national events.

The popular Mission #2Fast2Tasty NHRA Challenge will return in 2024 as part of the growing partnership, increasing to 14 regular-season events, including the two four-wide races, and offering an increased purse. The series title partnership and the challenge continue Mission Foods’ overall motorsports initiative to help racers and race teams.

“Mission Foods has already shown such great passion for NHRA Drag Racing and giving back to racers, and to now have them become our new entitlement sponsor is an incredibly exciting moment for the NHRA and our race teams,” NHRA President Glen Cromwell said. “They were a tremendous partner last year, introducing the Mission #2Fast2Tasty NHRA Challenge that changed the landscape of our race weekends, and we’re thrilled to see that relationship continue to grow on an even bigger level.”

As part of the title series partnership, Mission Foods will also be fully integrated at all NHRA Mission Foods Drag Racing Series events and will have a strong presence on the midway, on social media and digitally, and as part of every NHRA on FOX broadcast.

For more information about this partnership and the Mission #2Fast2Tasty Challenge, see the full announcement here.