He called it "news you know is going to forever change the sport you love and are part of. . . . I don't think there's a limit to where we can go. We've absolutely entered a new era . . . and I could not be more excited about where we're headed."

Force, alluding to the legal restrictions the federal government put on R.J. Reynolds Tobacco Company and its Winston brand in recent years, spoke as though Powerade's appeal to "children on up to the grandparents" was liberating: "There's nowhere they can stop us . . . political(ly)."

He said he was excited because the news of Coca-Cola's and Powerade's involvement helps those who need help most. He said it will benefit financially struggling teams and competent drivers who are tired of being spectators for lack of funding.

Oza indicated that Powerade or its parent company someday might sponsor an individual team, just as Winston funded Gary Scelzi's dragster and Angelle Savoie's bike teams in addition to the series. But it won't happen right away. "We want to walk before we start running," he said. "Definitely leveraging either the teams or the drivers is an opportunity that we should explore. The drivers make up the energy behind the sport."

"Doors are going to open," Force said. "People won't be so afraid to hang their necks out and make an investment in the NHRA. The ones who are going to grow from this and get a break are guys like Cory Mac (McClenathan), guys who have paid their dues to be out here. . . . Now there's a future here."

Or, in Rohan Oza parlance, the NHRA has become a property with leverage.

(more stories)