Nothing happens in the sport of drag racing without dedicated sponsors, and that includes Drag Race Bracket Bonanza (DRBB), the free online bracket game. PEAK Antifreeze, a leading brand in the automotive aftermarket, is stepping up their sponsorship commitment in 2025 to include the Gerber Collision and Glass Route 66 NHRA Nationals presented by PEAK, May 15-18, as well as DRBB’s weekend recap email. This newly branded email will now be called “The PEAK Position” and will be sent out to DRBB players after each of the 20 NHRA Mission Foods Drag Racing Series races.
“PEAK was a fantastic addition to the DRBB environment in 2024 when they sponsored their home race, the Route 66 Nationals,” said DRBB founder Elon Werner. “We had a chance to connect again at the PRI Show in December, and they said they were interested in getting even more involved, because they saw the value in our player community. When we suggested the weekend recap email, they immediately jumped on it.”
DRBB introduced the weekend recap email after the 2024 NHRA Midwest Nationals. This email essentially closed the loop with players, letting them know who won the race, what the fastest speeds in each class were and more. Every email reminded them to check how their bracket panned out and gave a quote from the biggest “Bracket Buster” of the weekend.
“Most of DRBB’s email communication is very straight forward, telling our players that brackets are open, or giving them a tip sheet,” said Werner. “But what I love about “The PEAK Position,” is that it gives us a chance to tell the story of the race weekend, and how it relates back to our game. We’ve heard widely from our players that it’s one of their favorite emails to land in their inbox.”
The 2024 Route 66 Nationals was a fan favorite race for DRBB players when PEAK offered additional prize packs to event winners. In 2025 they plan on offering fun prizes again, and are working towards getting a few of their #PEAKSquad influencers involved in a picking contest against DRBB players. Leading up to the race, they will also be leveraging DRBB channels to promote their Race Down the Track with John Force Racing initiative.
“The participants of Drag Race Bracket Bonanza are PEAK customers, and this is an authentic way to interact and engage with this group,” said Brian Bohlander, Director of Marketing – Sports & Partnership, Old World Industries. “We’re excited to see this partnership grow and hope that the fans get rewarded on a regular basis when picking PEAK-sponsored drivers from John Force Racing. Our #PEAKSquad social team has a lot of fun playing off of the energy that DRBB players post about on race weekends, so more closely linking PEAK with Drag Race Bracket Bonanza is a perfect opportunity for all of us.”
Headquartered in the Chicago suburb of Northbrook, OWI continues to be a leading manufacturer of popular 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 Austin Prock and Jack Beckman.
DRBB players will have the chance to fill out their brackets for the first time in 2025 during the Gatornationals when qualifying ends at Gainesville Raceway on Saturday, March 8. They will then have until the first round of eliminations begins on Sunday, March 9 at 10:30 a.m. EST 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.
This story was originally published on March 5, 2025. 
