NHRA Speeds Off with JRL Group

The National Hot Rod Association partners with JRL to find licensing deals across verticals.

July 17, 2019

The National Hot Rod Association has appointed the JRL Group to manage and expand a comprehensive licensing program for its NHRA brand.

NHRA is the world’s largest motorsports sanctioning body. Since its inception in 1951, it has been a leading force in the world of drag racing. It currently fields race teams with more than 11,000 horsepower that reach extreme speeds of more than 300 miles per hour in just under four seconds.

The JRL Group will be responsible for handling licensing opportunities for the drag racing syndicate. The agency will pursue deals in the following categories:

Lifestyle apparel and accessories;
Automotive tools and accessories;
Garage accessories;
Electronics;
Housewares;
Toys;
Gifts and novelties;
Collectibles;
Publishing and
Outdoor recreation.

“For decades, the NHRA has been recognized as the preeminent sanctioning body in motorsports with not only legendary teams and drivers racing down the track, but extremely loyal fans that are passionate about the sport they love,” says Andrew Lieb, president, JRL Group. “We are very excited about the licensing opportunities, and we plan to leverage the NHRA’s rich heritage as well as best-in-class reputation to

deliver high-quality products for these loyal fans.”