Courtesy of Elon Werner
DALLAS – Last year PEAK ramped up their already strong fan engagement presence by joining Drag Race Bracket Bonanza (DRBB), the free bracket game for drag racing fans, as title sponsor for the Route 66 Nationals and World Finals editions of the game as well as sponsor of the race recap email distributed to thousands of players throughout the DRBB season. In 2026 PEAK will continue DRBB sponsorship of the Chicago NHRA national event presented by PEAK and add DRBB sponsorship of the NHRA Texas Fall Nationals. In addition to the PEAK Performance email sponsorship PEAK will be providing 30 PEAK Top Fuel dragster die-casts as additional prizes for top finishers in the DRBB regular season.
“The support and engagement DRBB received last year from PEAK and the #PeakSquad was fantastic for our players,” said DRBB creator Elon Werner. “They had complete ownership of the Route 66 Nationals in Chicago on and off the track and the PEAK Performance post-race emails were our most impactful digital program for our thousands of players. Expanding the program to include Dallas as well as offering additional prizes for regular season player success will only make playing Drag Race Bracket Bonanza more fun for our players. PEAK will continue to be able to communicate with new and established fans through DRBB.”
PEAK has offered prize packs to the top five overall finishers from the Chicago race the past two seasons and that program will be expanding to include the Texas Fall Nationals. The #PEAKSquad league is one of the most active in the DRBB player universe. Through coordinated social media posts that include participation from John Force Racing driver Jack Beckman as well as other PEAK social media influencers the engagement with drag racing fans is next level.
“Drag Race Bracket Bonanza’s community are some of most engaged fans of the sport,” said Brian Bohlander, director of marketing – Sports & Partnership, Old World Industries (OWI). “The #PEAKSquad community thrives when we give them ways to get involved, and DRBB is the perfect platform to do that. The energy, the competition and the creativity make Drag Race Bracket Bonanza a natural fit for the PEAK brand and we’re excited to continue to grow together year after year.”
Headquartered in Northbrook, Illinois, OWI continues to be a leading manufacturer of automotive and heavy-duty 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 2026 includes Top Fuel driver Josh Hart, Funny Car world champion Jack Beckman along with Jordan Vandergriff and Alexis DeJoria.
DRBB players will have the chance to fill out their brackets for the Route 66 Nationals when qualifying ends at Route 66 Raceway on Saturday, May 16. They will then have until the first round of eliminations begins on Sunday, May 17, 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.
About Drag Race Bracket Bonanza
Drag Race Bracket Bonanza is the first dynamic bracket competition for drag racing fans. Launched during the 2023 U.S. Nationals and improved for the 2024 season, fans could fill out brackets for all four professional categories at the conclusion of professional qualifying. The free game includes league play, text notifications and a robust stats package to make playing even easier for fans. Developed and owned by Werner G+E, Drag Race Bracket Bonanza is the first fan-centric offering from the Dallas-based production company.
