When the calendar turned to January 2000, NHRA embraced the new millennium with supercharged momentum. Tom Compton took over as NHRA’s third president and quickly announced POWERade as the new series sponsor, ending R.J. Reynolds’ 27-year Winston era. NHRA also signed a five-year multimedia deal with ESPN, the largest in its history. Coca-Cola extended its contract through 2013, later rebranding the series under its Full Throttle drink in 2009. ESPN extended coverage through 2016.
NHRA expanded into new markets with two races annually in Las Vegas and Chicago and the return of Bristol Dragway in 2001. zMAX Dragway opened in Charlotte by decade’s end, introducing the sport to a broader NASCAR-oriented audience.
NHRA ranked first in sponsor satisfaction in a 2002 Sports Business Journal survey. The 50th anniversary in 2001 featured a star-studded celebration and the naming of the Top 50 Drivers, led by Don Garlits. NHRA also introduced the Hot Rod Heritage Racing Series and Sport Compact Series to appeal to nostalgia and tuner markets.
On the track, John Force broke Bob Glidden’s wins record in 2000 and reached 100 victories in 2002. Don Schumacher Racing emerged as a powerhouse, with Tony Schumacher dominating Top Fuel. Gary Scelzi became only the second racer to win titles in both Top Fuel and Funny Car and was the first Funny Car driver to exceed 330 mph.
NHRA introduced key safety rules, including a 90% nitro cap (2000) and a shortened race distance to 1,000 feet (2008). In 2007, the Countdown to the Championship playoff format was launched.
That same year, NHRA founder Wally Parks passed away at 94. Though somber, his passing marked the end of an era — and the dawn of a promising new chapter for NHRA Drag Racing.