INDIANAPOLIS, USA – NHRA announced today that Fire Department Coffee, a veteran-owned brand that is dedicated to handcrafting great-tasting coffee and supporting first responders, has been named the Official Coffee of NHRA as part of a multi-year agreement.
As the Official Coffee of NHRA, Fire Dept. Coffee will see integrations across all NHRA marketing and social media, with a robust advertising campaign coupled with on-site activations at Pit Side Experiences at all NHRA National Events. Its first on-site presence will be at the Amalie Motor Oil NHRA Gatornationals (March 9-12) at famed Gainesville Raceway.
Fire Dept. Coffee will also spearhead the inaugural “NHRA Hero of the Day” program. The program will identify and honor a local Veteran, firefighter or first responder in the crowd at all 2023 NHRA Camping World Drag Racing Series season events.
“We’re looking forward to the opportunity to introduce our brand, and our mission, and get out on the track to share Fire Dept. Coffee with NHRA fans across the country,” said Luke Schneider, Founder and CEO of Fire Department Coffee. “It’s especially exciting to use our new platform to honor a local hero at each event.”
For 2023, Fire Dept. Coffee has set its sights on forging partnerships within the racing community, an opportunity to promote keeping drivers – and their fans – fueled on race day and beyond. One key partnership is with NHRA Top Fuel star Antron Brown, a three-time world champion with 71 career wins, and owner of AB Motorsports. Brown became a team owner for the first time during the 2022 season, and will work closely with Fire Department Coffee to introduce his dedicated fanbase and following to the brand throughout the year.
“As we embark on this new venture with the AB Motorsports Pit Side Experience and operate the program internally at ABM, we couldn’t be more thrilled to welcome Fire Department Coffee as the presenting partner of the Pit Side Experience,” Brown said. “We host upwards of 6,000 guests each year amongst Matco Tools, FVP and the ABM roster of partners, and for Fire Dept. Coffee to see the NHRA and ABM as a prominent marketing platform makes us very proud. We’ll have a permanent coffee bar inside the Pit Side Experience for our guests and team to enjoy, and we’re ready to help introduce the NHRA fan base to a great coffee brand.”
Schneider, a former firefighter/paramedic and U.S. Navy veteran, founded Fire Department Coffee in 2016. He was inspired by the role that coffee plays in helping firefighters stay alert and energized through long shifts. Today, the business continues to be run by active and retired firefighters, who work together to provide a variety of great-tasting coffees – including Fire Department Coffee’s proprietary Spirit Infused Coffee (developed in 2016) to consumers. Fire Department Coffee supports first responders through its Fire Department Coffee Foundation, which gives back to firefighters and first responders who have become sick or injured on the job, or who are facing other serious health challenges.
“It’s exciting to welcome Fire Department Coffee as the Official Coffee of the NHRA, and we know their high-quality coffee is going to keep fans energized at each race this season,” said Brad Gerber, NHRA Vice President and Chief Development Officer. “Their commitment to first responders is equally impressive and it is great to partner with them on the ‘NHRA Hero of the Day’ program as well.”
For more information about NHRA, including the 2023 schedule, visit www.NHRA.com.
