NHRA FINALE WON'T BE A DRAG FOR SOCAL FANS POPULARITY HIGH AS 30TH SEASON TO END THIS WEEKEND AT POMONA.

Byline: Steve Ramirez Staff Writer

POMONA - Four years ago this week, National Hot Rod Association president Tom Compton took an optimistic approach in regards to the future of the Glendora-based drag racing organization.

Compton, who succeeded Dallas Gardner in the fall of 1999, said he believed the state of the NHRA ``looked extremely promising.'' This came at a time of decreasing track attendance, sagging television ratings and the departure of some of the sport's more high-profile sponsors.

As the NHRA concludes its 30th championship season with this weekend's Auto Club of Southern California Nationals at Fairplex, Compton has been proved to be right.

Stock in the NHRA Powerade drag racing series is at an all-time high. TV ratings continue to soar and attendance is high. Recently, the drag racing organization received very favorable reviews in a survey conducted by the Sports Business Journal.

``When I became president in 1999, we made sponsor relations a key initiative in our five-year strategic plan,'' Compton said. ``This survey, and NHRA's strong approval ratings, is a result of the hard work and effort of the NHRA, the racers and team owners working together with our sponsors to deliver them maximum results.''

The report, which surveyed several sports organizations, including the NFL, NBA, NHL and NASCAR, rated the NHRA first in overall sponsorship value as well as being among the top five in seven of the 16 categories ranked.

``(This report) tells me that Tom Compton and NHRA are doing their job,'' said 12-time Funny Car champion John Force, whose racing team has been sponsored by Castrol since the early 1980s. ``They are moving us up that ladder. Those are the testaments that we live by and shows that we've arrived.

``Just look at the stands (this season); they've been full. It's pretty exciting. We've got ESPN (on board); we've got Powerade (as title sponsor). We're on the road and I hope it works. I think it will.''

The report also ranked the NHRA higher than the median average in all 16 categories that were utilized to assess sponsor satisfaction in their relationships with major sports leagues.

The NHRA was first among motor sports leagues in eight categories, including offering good value for the money; delivering exclusivity and protecting the client's investment; flexibility of the property; offering good value-added programs; providing good service after the sale; coordinating programs between the league and teams; willingness to share databases; and providing in-venue assets.

The NHRA was second only to NASCAR among auto racing leagues in seven other categories.

Steve Ramirez, [phone]

steve.ramirez(at)sgvn.com

NHRA FINALS

Where: Pomona Raceway at Fairplex

Tickets: Thursday: $18; Friday: $25 and $35; Saturday: $45 and $55; Sunday: $50 and $62. For more information, [phone].

Gates open: 7 a.m. each day

Thursday's schedule: 8 a.m.: Sportsman qualifying; 12:15 p.m.: Comp eliminator qualifying session; 2 p.m.: Pro Stock qualifying session; 3 p.m.: Nitro qualifying session; 4:30 p.m.: Sportsman qualifying/time trials

Friday's schedule: 8 a.m.: Sportsman qualifying/eliminations; Noon: Comp eliminator qualifying session; 12:30 p.m.: TAD/TAFC qualifying session; 2 p.m.: Pro Stock qualifying session; 3:30 p.m.: Nitro qualifying session; 4:30 p.m.: TAD/TAFC qualifying session; 5:30 p.m.: Sportsman eliminations.

Saturday's schedule: 8 a.m.: Sportsman eliminations; 10 a.m.: Comp eliminator (round 1); 10:30 a.m.: Pro Stock qualifying session; Noon: Top Fuel shootout (round 1); 12:15 p.m.: Nitro qualifying session; 1:15 p.m.: TAD (round 1); 1:45 p.m.: Top Fuel shootout (round 2); 2 p.m.: TAFC (round 1); 2:30 p.m.: Pro Stock qualifying session; 3:30 p.m.: Nitro qualifying session; 4 p.m.: Top Fuel shootout (final); 4:05 p.m.: Nitro qualifying session; 4:45 p.m.: Comp eliminator (round 2); 5 p.m.: Sportsman eliminations.

Sunday's schedule: 11 a.m.: Final eliminations.

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NHRA FINALS (see text)