As fans arrive at the Route 66 NHRA Nationals presented by PEAK, there will be no question who is driving the energy around one of the NHRA Mission Foods Drag Racing Series’ marquee events. From title sponsorship of the race weekend to a strong on-track presence with John Force Racing’s PEAK-backed Funny Car team, PEAK is once again making its hometown event a centerpiece of its motorsports marketing efforts.
Now, PEAK is taking that fan engagement even further through their continued partnership with Drag Race Bracket Bonanza (DRBB), the free-to-play bracket game that has become a weekly destination for drag racing fans across the country.
“PEAK has fully embraced the idea of creating an immersive fan experience around the Route 66 Nationals,” said DRBB creator Elon Werner. “What started as a race sponsorship has evolved into a much bigger collaboration focused on connecting with fans in multiple ways throughout race weekend. DRBB gives PEAK a unique platform to engage both hardcore drag racing fans and newer fans who are discovering the sport through interactive experiences.”
Following a successful activation in previous seasons, PEAK and DRBB are raising the stakes for 2026 with expanded prizes, fan competitions and social media integrations designed to increase engagement throughout race weekend.
In addition to awarding prize packs to the five plaque winners in the global DRBB league, PEAK will once again reward the winner of the growing #PEAKSquad league, a dedicated community built around PEAK’s most passionate fans and supporters.
The #PEAKSquad league has continued to gain momentum throughout the season, and PEAK plans to make it a major focal point during its hometown event in Chicago. Guests attending the Route 66 Nationals with PEAK will be encouraged to compete in the league and participate in fan activities tied to DRBB.
“Our #PEAKSquad community is one of the most important parts of our motorsports program,” said Brian Bohlander, Director of Marketing – Sports & Partnerships for Old World Industries. “We’ve spent years building authentic relationships with fans both online and at the racetrack. DRBB gives us another way to interact with that community in real time during race day, while creating fun competition and deeper engagement around the NHRA experience.”
As part of the weekend’s fan-focused programming, PEAK and DRBB will also team up with influencers Alex and Nick Taylor. The Taylors will complete their own Route 66 Nationals brackets, which will be revealed publicly on social media after bracket selections lock on Sunday morning.
Five players who outperform the Taylor’s brackets by the conclusion of eliminations will receive a special certificate. Additionally, DRBB will be randomly choosing 5 players who fill out brackets to receive Brittany Force PEAK dragster diecasts.“Our players have always shown incredible support for the brands that help make DRBB possible,” said Werner. “Because the game is free to play, partnerships are essential to helping us continue growing. PEAK has consistently looked for creative ways to maximize every opportunity within DRBB, from custom leagues and social activations to fan engagement initiatives and polling insights. Seeing sponsors embrace the platform at this level shows how much DRBB has evolved from a simple idea into a meaningful part of the NHRA fan experience.”
Headquartered in the Chicago suburb of Northbrook, Old World Industries (OWI) continues to be a leading manufacturer of automotive products under its PEAK and BlueDEF brands. The company has been a major sponsor in the NHRA for more than three decades, including as an official partner since the 2013 season. PEAK has also been a longtime sponsor of John Force Racing, which in 2026 includes Top Fuel driver Josh Hart and Funny Car drivers Jack Beckman, Alexis DeJoria and Jordan Vandergriff.
DRBB players will have the chance to fill out their brackets for the Route 66 Nationals when qualifying ends at Route 66 Raceway on Saturday, May 16. They will then have until the first round of eliminations begins on Sunday, May 17 at 11 a.m. CST to submit their picks. Fans can follow DRBB on social media for cool stats, prize updates, and info on Twitter/X at @dragracebb or @DragRaceBracketBonanza on Instagram, Facebook and YouTube. And they can watch the NHRA broadcast on FS1.
This story was originally published on May 12, 2026. 
The post Drag Race Bracket Bonanza Partners with Peak in Chicago first appeared on Drag Illustrated.
