Full Throttle Energy drink announced plans to take over the primary sponsorship of the NHRA Drag Racing Series on Friday at the NHRA Southern Nationals in Commerce, Ga.

Rafael Acevedo, senior brand manager for Energy Drinks, Coca-Cola North America, opened the press conference with the catchphrase, “Go Full Throttle or Go Home.”

Last week the first victim got sent home. Vis Viva, an existing advertiser in the official event program, was sent packing with the notice their full page ads could no longer be accepted.

Dan Pikarsky, Vice President of Attitude Energy Drinks, said the agency who publishes the program called him early in the year and he bought into the program well before the change in sponsorship.

Full Throttle Energy drink announced plans to take over the primary sponsorship of the NHRA Drag Racing Series on Friday at the NHRA Southern Nationals in Commerce, Ga.

Rafael Acevedo, senior brand manager for Energy Drinks, Coca-Cola North America, opened the press conference with the catchphrase, “Go Full Throttle or Go Home.”

Last week the first victim got sent home. Vis Viva, an existing advertiser in the official event program, was sent packing with the notice their full page ads could no longer be accepted.

Dan Pikarsky, Vice President of Attitude Energy Drinks, said the agency who publishes the program called him early in the year and he bought into the program well before the change in sponsorship.

“They gave us a great opportunity to get involved with a full page ad. Just launching the product, this gave us the perfect opportunity to show our support for the NHRA.”

Pikarsky was taken aback by the call he received early this week.

“They told us they could no longer run our ad effective this weekend,” explained Pikarsky, who confirmed he’d signed a contract at the beginning of the program. “When we asked why, we were told the NHRA said we couldn’t run the ad anymore and they were notifying us that our ad would no longer be included.”

Pikarsky said he pointed out the agreement and said the plea fell on deaf ears.

“We’re taking the high road on this and simply saying that we’re glad they consider us to be competition,” Pikarsky said. “”It’s great to be recognized by a huge company like Coca-Cola. To be on their radar is a great honor. Besides, it’s their sandbox and we’re just happy to play in it.”

Pikarsky confirmed that Vis Viva and the other energy drinks are grandfathered in for the length of the Full Throttle contract. Because no new energy drink sponsors will be granted entry, the Vis Viva dragster driven by Alan Bradshaw will the lone representation in the class.

“And we’ll be the only one ever there, too,” Pikarsky added.

The NHRA has not responded to requests for an official statement on the matter.