NHRA, Legends Global extend merchandise partnership ahead of 75th anniversary year – NHRA

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NHRA and Legends Global have announced a 10-year extension of their longstanding merchandise partnership. Under the extended agreement, Legends Global will continue to manage on-site merchandise sales at all NHRA Mission Foods Drag Racing Series events, oversee e-commerce for NitroMall.com, and serve as the Official Uniform Partner of NHRA.
“We’re thrilled to extend our merchandising partnership with Legends Global and continue delivering an awesome Nitro Mall experience to our fans, especially during our 75th anniversary season in 2026,” said NHRA Senior Vice President Evan Jonat. “Legends Global has been an outstanding partner for so many years, and we look forward to building on that throughout this milestone season. We’re excited to debut new touches and items to Nitro Mall during NHRA’s 75th season, providing an amazing opportunity for our fans to connect with our teams and drivers while taking home a piece of NHRA history.”
A cornerstone of the fan experience at each event is the Nitro Mall, a 5,000-square-foot walk-in retail store that travels to every NHRA race stop. Beginning in 2026, the Nitro Mall will debut a refreshed look featuring new fixtures, updated tent skins, enhanced flooring, and bold new signage. Each event will continue to offer a wide range of merchandise, including event-specific items and official NHRA and driver-branded products.
The partnership extension coincides with a landmark moment for the sport as 2026 marks NHRA’s 75th Anniversary season. To commemorate the historic occasion, NHRA and Legends Global have introduced a special anniversary merchandise collection designed to celebrate the legacy of drag racing. The company produces a majority of NHRA-branded products at its Indianapolis, Ind., facility.
“As NHRA celebrates its 75th season, we’re honored to continue our longtime partnership and build on its incredible legacy,” said Mike Quirk, chief commercial officer of merchandise, Legends Global. “We’re energized to keep moving forward through the next 10 years and bringing fresh ideas, new products, and exceptional merchandise that becomes part of fans’ memories for years to come.”
The NHRA’s merchandise history dates back to 1963, when founder Wally Parks partnered with friend and Sport Service founder Chick Saffel to sell T-shirts at the NHRA U.S. Nationals in Indianapolis. What began with Saffell driving a station wagon from California and selling out of every shirt has evolved into one of the longest-standing partnerships in professional sports, with Sport Service — later known as MainGate and acquired by Legends Global in 2019 — exclusively managing NHRA merchandise at every national event for more than six decades.
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