Peak And Drag Race Bracket Bonanza Team Up For A Can’t-Miss Chicago Showdown

When fans roll into the Route 66 NHRA Nationals, they won’t just think about speed and horsepower — they’ll think PEAK. As presenting sponsor of the event, PEAK Antifreeze is making its presence felt everywhere, from the track to the stands. Jack Beckman’s PEAK Chevrolet SS will be in the spotlight, and a packed roster of PEAK guests will keep the brand front and center. But this year, PEAK is shifting into an even higher gear.

PEAK is expanding its footprint at Route 66 by once again sponsoring Drag Race Bracket Bonanza (DRBB) — the free, fan-favorite drag racing bracket game.

“PEAK approached us last year about sponsoring their hometown race in Chicago, and we jumped at the
chance,” said Elon Werner, creator of DRBB. “They made it clear they wanted to ‘own’ the Route 66 Nationals experience, and bringing DRBB into the mix was a natural extension of that. The game reaches diehard fans and casual newbies alike, giving PEAK a direct line to both groups. That’s a big reason they’re back in 2025.”

In their first year as a DRBB sponsor, PEAK awarded prize packs to the top five global finishers. This year, the stakes are even higher. Not only will the top five in the overall league win prizes, but the #1 finisher in PEAK’s own #PEAKSquad league will also take home a prize. Launched at the start of the season, the league continues to grow, and PEAK is planning a big push in Chicago to get even more fans involved.

“Our #PEAKSquad community is incredibly important to us,” said Brian Bohlander, Director of Marketing – Sports & Partnership at Old World Industries. “We’ve built this community through social media and in-person events, and DRBB gives us another fun, engaging way to connect with our people. It’s about friendly competition, deeper engagement, and making race day even more exciting.”

Adding even more fuel to the fire, influencer Alex Taylor will be joining the action by filling out her own DRBB bracket. Once the picks lock in on Sunday, her bracket will be posted publicly. And for fans? A challenge: five #PEAKSquad players who outperform Alex’s bracket will win a special DRBB certificate.

“Our players really value our sponsors,” said Werner. “They get that DRBB is a free game, and sponsors like PEAK help make it all possible. PEAK has embraced everything we offer — from exclusive leagues and polling data to social media support — and it’s been incredible watching the game evolve from a passion project into a powerful tool for fan engagement and sponsor integration.”

Headquartered in Northbrook, Illinois, Old World Industries (OWI) is the force behind PEAK and BlueDEF, two of the most recognizable names in automotive products. OWI has been a key partner in NHRA drag racing for over 30 years and continues its deep involvement in the sport through its sponsorship of John Force Racing, featuring Top Fuel champion Brittany Force and Funny Car champions Jack Beckman and Austin Prock.

Fans can fill out their DRBB brackets after qualifying wraps on Saturday, May 17, at Route 66 Raceway. Brackets lock when eliminations begin on Sunday, May 18, at 10:30 a.m. CST. Follow along for live updates, stats, and prize announcements on Twitter/X at @dragracebb, and on Instagram, Facebook, and YouTube at @DragRaceBracketBonanza. Fans can also catch all the NHRA action on FS1.