Emotional, passionate, heart-touching stories are an important part of our life. Every now and then a piece of American history is made by those who followed the path of opportunity. Did you ever think: “I wish our company could be a part of that story?” Not only would it be good for your business but you and your company would write history as well!

One Man – One Mission – One Team – One Dream Equals The American Dream!

Exposure reaches a fan base in the millions. Media coverage at an international level is already in place via various formats including social media resources, television, magazines, radio, live streams, print, television commercials, and personal appearances.

The NHRA Mello Yello Drag Racing Series is televised on FOX Sports 1 and FOX national broadcast network. This level of enhanced exposure is huge for our marketing partners! FS1 provides coverage of Friday and Saturday qualifying and Sunday eliminations for each NHRA Mello Yello Series event, with a minimum of 16 Sunday eliminations shows to be presented in a live coverage format, and the remainder shown either in weekend afternoon or prime-time time slots. Four of those live elimination shows air on the FOX national broadcast network.

There are a variety of price points including primary and associate partnerships. Investing in the highest level of partnership will allow you to maximize your exposure and will provide you with the best opportunity for increased revenue. You may choose to partner with us for one race and review your return prior to opting for a more advanced sponsorship or a longer commitment.

The cost of sponsoring one race is far below what you may be expecting. We would be happy to discuss numbers further in a teleconference or meeting with you and/ or your company representatives.


2019 Bristol Final Rounds

2019 Virginia Nationals (Saturday)



Lex Joon, President
Lex Joon Racing LLC
Cell: 317-500-1012
E: lex@lexjoonracing.com



NHRA TV is the 2020 extended coverage service with live streams for fans to follow at each event. Hours and hours of extras!

NHRA is a part of prime time live formatting with Fox Sports Network. Special enhanced exposure will be huge for our marketing partners in 2020!

Fox Sports televised coverage of NHRA events – 17 live Sunday elimination shows, including four on the FOX broadcast network, and eight primetime Friday night qualifying shows. The four Sunday elimination shows that will air live on the FOX broadcast network, include each stop in the famed three-race NHRA Western Swing as well as the prestigious Chevrolet Performance U.S. Nationals from Indianapolis, IN.

FS1 and FOX will air more than 120 hours of original television programming around the world’s fastest motorsport series. FOX Sports’ combined networks, including FOX, FS1 and FS2, will air more than 575 hours of programming throughout the year…

NHRA TV will carry live streaming internet coverage for each event on the 24 race schedule. Fans can watch the action live and uninterrupted with special driver interviews and “behind the scenes” access not aired on the regular broadcast. NHRA has made multiple options available for viewers.

FOX Sports - MEDIA

Glendora, CA NHRA (December 19, 2019) – FOX Sports and the NHRA has released their 2020 NHRA Mello Yello Drag Racing Series television schedule, highlighted by live FOX broadcast network coverage of four consecutive summer events as well as the iconic U.S. Nationals.

FOX Sports and the NHRA has released their 2020 NHRA Mello Yello Drag Racing Series television schedule, highlighted by live FOX broadcast network coverage of four consecutive summer events, including the “Western Swing” (Denver, Sonoma, and Seattle), as well as the iconic U.S. Nationals from Indianapolis on Labor Day weekend.

The 24-event 2020 FOX NHRA season opens Sunday, Feb. 9, with the 60th Lucas Oil NHRA Winternationals live from Pomona, Calif., at 5:00 p.m. ET on FS1. Fifteen of the season’s final 16 events are scheduled to air live, including the season finale Auto Club NHRA Finals from Pomona.

The 2020 season also marks the 50th anniversary of the NHRA Pro Stock Division.

“The 2020 season really gives us a magical opportunity to revel in the history of NHRA Pro Stock drag racing,” said FOX NHRA play-by-play announcer Brian Lohnes. “This class, that kind of burst its way out of the Sportsman ranks, has captivated fans with razor-thin margins of victory since the 1970 NHRA Winternationals. We’re going to have a load of fun celebrating the history of Pro Stock in 2020 and honoring the legends who built the class from the ground up.”

Lohnes and two-time NHRA Funny Car champion Tony Pedregon return to the booth for the FOX NHRA broadcast team, with reporting from two-time NHRA Lucas Oil Drag Racing Series national champion Bruno Massel, Amanda Busick, Jamie Howe, Lewis Bloom, and John Kernan.

NHRA races also will appear in Canada and the Caribbean through FOX Sports Racing, as well as through the FOX Sports app.

Follow link for table indicating all viewing dates/times.


NHRA Chief Content Officer Ken Adelson talks changes for 2018, relationship with Fox Sports

What will NHRA look like on Fox Sports in 2018?

Since Fox Sports’ acquisition of NHRA drag racing in 2016, the sport has experienced a rise in viewership from from the years with its previous broadcast partner, ESPN. They averaged at least 600,000 total viewers for each of the past two years, up double-digit percentages from 2015.

With a new NHRA season beginning on February 8 in Pomona, California with the Lucas Oil Winternationals, I recently spoke with Ken Adelson, the Chief Content Officer, Vice President of Broadcasting/Digital, and Executive Producer for the NHRA to reflect on a successful 2017 as well as what’s upcoming for the sport in 2018 and beyond.

Could you offer a summary/recap of the past year within the NHRA and your partnership with Fox in general?

With Fox, it has been an incredible partnership and growth for the NHRA over the last two years. The numbers speak for themselves in many ways, but way beyond the numbers is the relationship we’ve developed with Fox. We feel like we are a part of the Fox family — we promote other Fox programs, they promote us in a number of ways, including promotions on the NASCAR shows, which is terrific, based on the large audience that they have. We discuss everything on the programming side, on the content side and it’s led to a lot of this success.

The most notable event on the TV side were those NHRA Summernationals in New Jersey that drew 1.6 million viewers. And you saw a similar spike last year in Atlanta, resulting in 1.4 million viewers. Then, each of the subsequent races after New Jersey this past June got over a million viewers. What were the discussions behind-the-scenes as a result of those high marks — races that were on tape-delay but got a tremendous amount of eyeballs to watch them?

We really feel like we have a great product and have a great sport. This is a great beginning for bringing its awareness, because having the advantage of following the NASCAR races is definitely a big plus for us and we feel like that audience can then get exposed to the NHRA. We’ve done a good job of keeping a lot of those people, and that’s been a great part of the overall success of the relationship.

But the programming goes past that in the sense of trying to look for spots to wrap the Fox Sports 1 calendar that can maximize the kind of how many people we can reach. I think that we’ve also proven the product will be something that people that will enjoy and that will be great for Fox Sports 1 as well, because it’s bringing in new fans into an already very passionate fan base. It’s the complete year package that we do and we look at opportunities based on the programming.

NHRA is entering the third year with Fox. Is there a different approach from the Fox angle as to the promotion or production of the telecasts, compared to those of your previous broadcast partner?

We took a very different approach with the NHRA and the productions with Fox, in trying to showcase more of the entire event and the excitement that’s part of them which are very unique in terms of fan access, in terms of how close the drivers get to the fans. Every sense is touched at our events based on the sound and the speed — we want to bring more of that to the screen as well as more stories about the drivers, letting people know how talented and how unique these individuals are. So it’s creating a bigger picture of what the entire event is, how exciting it is to be there and trying to translate that excitement to the TV screen. We talk a lot more about the technology that’s behind what makes a car able to go 330+ miles per hour — something almost hard to conceive.

We’ve tried to make it a bigger show in terms of the breadth of how much we’re showing about the sport. We’re also helping people connect in a new way. Everything about our programming in the past was fine in the technical sense and in the way that the shows were presented were all excellent. But we’re trying to take it to different dimensions with showing more about the races, the excitement, getting different people involved in learning about these drivers, adding better time slots provided to us from Fox. There was concern about not the finest time slots in the final couple of years before Fox took the contract. In addition to NASCAR lead-ins, we have better programming time slots across the board and more re-airs, those of which in more good time slots across FS1/FS2 programming. This contributes to even greater exposure — the NHRA is really a part of that network. And then every time that the NHRA is on, it brings more people to the sport.

Recently, there’s been change at the top with Peter Clifford as CEO and Glen Cromwell as the new NHRA president. What are their thoughts or contributions on the television productions of the sport? Have they offered new angles?

We’re a very close team: Glen, Peter, and myself as well as key people in the management team. It’s very collaborative and very interactive from day one, which was one of the things I really liked — they see the benefit of being one organization. Taking this in-house is a huge undertaking with the NHRA and basically controlling your own destiny was a big part of it. Peter Clifford’s vision was what attracted me to be part of this and to be able to then help carry that out. Glen Cromwell has been part of that from the minute I got here as well, so this is a very smooth continuation of the way it had been. The whole company is incredibly supportive of these TV efforts including Graham Light, who is our Senior Vice President of Racing Operations and has also been with the company for a long time. So we’re all rowing in the same way, and that’s been from day one.

As Glen takes this position, he’s coming in with the support and enthusiasm for everything we’re doing. We’re just going to keep building on our path, to grow the sport and bringing this product to as many fans as we can.

Related to that note, what new aspects can we look forward to in the coming year for the NHRA?

We do have a few exciting changes this year.

Amanda Busick will take on a greater role, as she will be one of our reporters on all 24 shows this year and will also host our interactive web studio that we have in Glendora.

Bruno Massel, one of our longtime reporters and still a current racer in the Sportsman Competition Eliminator class, will be spending time in the broadcast booth with our main play-by-play announcer Dave Rieff and analyst Tony Pedregon forming a three-man booth. So we’ve got a great evolution of, again, this is just the growth and the evolution of the show, but I think the biggest thing that we’re excited about on the programming side is that we will no longer have shows on at 2AM on Saturday nights, which is a product of the busy Saturday sports schedule.

As an example of one of those collaborative efforts working together with Fox, we decided to take the one-hour time slot that is right before our three-hour shows on Sunday and create what we’re going to call “NHRA Today”, our new pre-game show that will also review the qualifying sessions that happened. This puts us in another hour in a much better time slot to succeed and use it as a launch to our main program. Much of our programming will be as live or live-to-tape as we can.

This new scheduling is going to provide more information at a better time for our fans and will also be a better way to reach more people. We’ve already gotten good feedback with the idea of “NHRA Today” for Sundays so we’re excited about that.

As an example of one of those collaborative efforts working together with Fox, we decided to take the one-hour time slot that is right before our three-hour shows on Sunday and create what we’re going to call “NHRA Today”, our new pre-game show that will also review the qualifying sessions that happened. This puts us in another hour in a much better time slot to succeed and use it as a launch to our main program. Much of our programming will be as live or live-to-tape as we can.

We have an unbelievable, almost unsurpassed diversity in our sport, which is terrific for everybody. We have women that are champions on many weekends and they were racing on the same playing field as the men. It’s a great diverse group of drivers.

With Brittany winning the championship in a very exciting way on the last day of the season, it was just tremendous for the fans. That was a great storyline. We’ve gotten nothing but great positive feedback on that, which is a well representation of the sport. The Force family is obviously one of our great teams that race (as well as the Shumacher and the Kalitta teams) and what Brittany was able to do last year leads us to a lot of enthusiasm and excitement into Pomona when we start up again this week.


NHRA Glendora, CA (February 16, 2017) – The 2017 NHRA Mello Yello Drag Racing Series began in dramatic fashion this past weekend with over one million viewers witnessing the intense racing action on the FOX broadcast network channels.

The 2017 NHRA Mello Yello Drag Racing Series began in dramatic fashion this past weekend with over one million viewers witnessing the intense racing action on the FOX broadcast network channels.

During the broadcast, 1,224,000 viewers watched as Leah Pritchett secured her second career Top Fuel win during the three-hour live broadcast of the Circle K NHRA Winternationals. This marked it as the most watched broadcast in its 57-year history.

FOXIncluding the re-air on FOX Sports 1 (FS1) the eliminations broadcast was up 91 percent over last year’s telecast on FS1.

The qualifying shows during the opening weekend also had strong viewership on FS1. The Friday night qualifying show had 193,000 viewers and was the most watched program on the network during the day. The live one-hour qualifying show on Feb. 11 had viewership of 195,000 at 1 p.m. Eastern.
In total, over 1.9 million viewers watched the telecasts during the course of the kick-off event.

“The second year of our partnership with Fox is off to a great start in 2017,” said Ken Adelson, NHRA vice president, executive producer and chief content officer. “We’ve only just begun and appreciate our long time and new fans who support the NHRA. We also have a great production team that made it all happen and we look forward to continuing the season.”

The NHRA Mello Yello Drag Racing Series returns to action on Feb. 24-26 with the NHRA Arizona Nationals in Phoenix. FS1 will air the finals on Feb. 26 with three hours of coverage from 6 to 9 p.m. Eastern.


NHRA Glendora, CA (April 6, 2016) – The television viewership of last weekend’s DENSO Spark Plugs NHRA Nationals at The Strip at Las Vegas Motor Speedway delivered 1,292,000 viewers on Sunday’s finals show alone, making it the most-watched NHRA event in 14 years. The show on FOX Sports 1, which featured live coverage of the semifinals and finals, more than doubled last year’s telecast.

“The viewership numbers from Sunday in Las Vegas are very encouraging,” said Peter Clifford, NHRA president. “FOX Sports has proven to be a great partner to showcase the power, performance and personalities of NHRA Mello Yello Drag Racing, with an ability to help maximize our audience by giving NHRA solid air times and including us as a key component within blocks of motorsports programming. The NHRA community is beyond thrilled with all of the early season viewership numbers.”

It’s a trend that is becoming more commonplace since NHRA and FOX Sports partnered to televise the NHRA Mello Yello Drag Racing Series in 2016. NHRA’s revamped race coverage on FOX Sports earned more than 900,000 additional viewers through the first three Mello Yello Drag Racing Series events of the season, which included the Circle K NHRA Winternationals at Pomona, California on Feb. 14, the CARQUEST Auto Parts NHRA Nationals at Phoenix on Feb. 28 and the Amalie Motor Oil NHRA Gatornationals at Gainesville, Florida on March 20.

“There is a ton of energy and excitement building around NHRA drag racing,” said FOX Sports President, COO & Executive Producer Eric Shanks. “We went into this relationship optimistic that we could work closely with their team to grow interest in the series … and after just four events on FS1, we couldn’t be happier with how things are developing.”

NHRA on FOX has 17 live events this season on the 24-race NHRA Mello Yello Drag Racing schedule, including four events on the FOX network later this year.

“Our goal of reaching a new large audience is taking shape the way we believed it would,” said Ken Adelson, NHRA vice president, executive producer & chief content officer. “We’re doing it with the stories surrounding the men and women of the NHRA, and the drama of the live events. We’re thrilled to be part of the FOX family of racing and about what the rest of the year will bring to help propel the sport into the future.”



As an independent team we have worked for some fantastic partners throughout the years. We know how to bring national and global operating manufacturers and brands success through our exposure via NHRA drag racing. Our sport has seen a tremendous growth in the past seasons with expanded (live) television coverage on FOX Sports broadcasts, as well as increased (sell out) attendance at the NHRA Mello Yello nationwide events.

Why work with Lex Joon Racing, an independent team?

As our marketing-partner/sponsor you are not just a sponsor. We know who you are, we know your goals and we know your team! We are determined to produce the highest results and return for you, as our marketing partner. Not only will we be there with our on-site event presence representing your company, but we also understand the relevance of time spent off-track. We are ready to represent our partners at shows, exhibitions, shopping malls etc. through our show car program.

Lex Joon takes his role as team owner and representative for sponsors quite serious. This comes with his commitment to do whatever it takes!

Why Lex and his team Lex Joon Racing?

Being a proven, successful F.I.A. Championship winning race team in Europe the American government offered us the opportunity to become US citizens. The United States welcomed us into this beautiful country to make the USA the ultimate winner as we promote the Country we now call home. There is no other team, in for example Nascar, Indycar or Drag racing, where you will find the passion and the will to succeed as you will find with LJR. Lex and his wife Gerda emigrated over 4000 miles from the Netherlands to the USA to start a new life living in Indiana (the hub of the NHRA teams) with the mission to be a premier team in NHRA drag racing. Aligning with LJR will make you a partner in this success and you will share the attention we will encounter. Our story and #neverquit motto will attract positive national and global awareness.

We understand!

We understand who your customers are, we value their values, and we want to learn how we can help you achieve your marketing and sales goals. We will serve as your company ambassador and achieve our common goals.

Are you ready to step into the spotlight and accelerate your business? We are ready for you!


Lex Joon, President
Lex Joon Racing LLC
Cell: 317-500-1012
E: lex@lexjoonracing.com