The long-awaited announcement, one Compton assured would come by the end of the summer in this 50th anniversary season for the NHRA, brought sizable purse increases for the four professional categories and myriad marketing opportunities that previous sponsor Winston, by litigation, was handcuffed from pursuing.

The 2002 series champions in both Top Fuel and Funny Car will be awarded $400,000 -- twice what Winston paid out in each of the final seven of its 27 years as NHRA's title sponsor. The Pro Stock champion will receive $200,000, an increase from $125,000, and the top Pro Stock Motorcycle rider will get an extra $20,000 with a $50,000 check.

Calling the agreement "a true partnership" that he said made that Monday "the most important day in NHRA history," Compton said it marked the first time the NHRA has "had a brand and a company committed to marketing our sport.

"The sky's the limit. It's tremendous," he said. "It's a full package for the first time in our history." (Winston divested itself of the NHRA sponsorship to comply with the Master Settlement Agreement between the tobacco industry and the federal government.)

Coupled with the exclusive, multiyear agreement with ESPN, the Powerade sponsorship is expected to mean increased television exposure. As for a new time slot for race coverage, Compton said, "Our times this year were pretty phenomenal. We're very much on (ESPN's) radar screen. I would think next year you're going to see even more favorable time spots, to the extent that's possible."

Compton declined to reveal Coca-Cola's total dollar investment. However, he emphasized the soft-drink giant's strong and far-reaching merchandising empire. He indicated point-of-purchase displays will give the NHRA unprecedented exposure.

He also couldn't resist flexing a little muscle for the sanctioning body which has endured more than a couple of swipes this season at its credibility and financial stability. Noting the deal was forged in the face of an uncertain economy, he said, "It shows the strength and power of NHRA. The people at Coca-Cola were smart enough to figure outthe opportunities that exist out there."

They weren't lost on Oza.

"Powerade is in the throes of a relaunch," he said, explaining that the drink -- according to Coca-Cola -- features a new Vitamin B-enhanced formula and "is expanding its involvement beyond traditional sports to reinforce the brand's insurgent, cutting-edge personality."

Oza gushed about Powerade's new graphics and advertising that he said "has a buzz around it. We want to keep building on this momentum. Our goal was to . . . broaden . . . to exciting new properties . . . with a really large and loyal fan base. The NHRA gives us a tremendous fit.

"Powerade's new tag line is 'Very Real Power' and I can't think of anything more exciting than a dragster going from zero to 300 miles an hour in four and a half seconds. And we hope to keep the relationship going for some time."

Del Worsham, driver of the Checker-Schuck's-Kragen Funny Car, said, "As we waited these last few months for confirmation of our new series sponsor, our hope was that NHRA would bring on board a major, family-oriented, consumer-products company that had the strength and reach to take our sport beyond our millions of loyal fans. With Powerade and the Coca-Cola Company now part of our family, I can say this exceeds our biggest dreams."

Worsham said the official announcement, which he attended at the ESPN Zone in Anaheim, Calif., "does a lot more than just put a new corporate name on our series. From the team perspective, all of our partnerships are made stronger by this."

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