National Hot Rod Diesel Association

What National Hot Rod Diesel Association does

The National Hot Rod Diesel Association (NHRDA) is a private diesel motorsport sanctioning organization founded in 2003 by Randy and Stacy Cole and headquartered in Gillette, Wyoming. The company operates as a motorsport event organization rather than a software or technology business, specializing in structured competition for diesel-powered vehicles including pickup trucks and semi tractors. NHRDA runs nine racing classes spanning professional divisions (Top Diesel, Pro Mod, Pro Street, Hot Rod Semi) through sportsman and index classes (Sportsman, Super Diesel 7.70, 6.70 Index, Super Street, Big Rig Bracket), and offers complementary competition formats including dyno competitions, burnout contests, and big rig light shows.

The core operating model is event-driven: NHRDA hosts four flagship annual events — Diesels in the Desert (Firebird Motorsports Park, AZ), Truckin in Tulsa (Tulsa Raceway Park, OK), Big Sky Truck Fest (Yellowstone Dragstrip, MT), and World Finals (Texas Motorplex, TX) — with additional regional and Canadian events. Revenue is generated through four primary streams: spectator ticket sales ($30 single-day, $40 weekend), competitor registration fees ($60-$200 per class), sponsorships from diesel performance manufacturers (Hot Shots Secret title sponsor, PPE presenting sponsor, plus 20+ additional partners), and trackside camping/hospitality ($150-$300 per weekend). Distribution is augmented by Diesel TV, an owned live-streaming platform broadcasting events nationally, and by a multi-channel social media presence on Facebook, Instagram, and YouTube.

The customer base spans individual diesel drag racers across skill levels, street-truck enthusiasts competing in sportsman classes, semi-truck and big-rig owners in dedicated commercial-vehicle classes, spectator attendees, and a long tail of diesel performance aftermarket manufacturers seeking brand exposure to a passionate enthusiast audience. The organization self-positions as the largest and longest-running diesel motorsport organization in the world, and held NHRA Alternative Sanctioning Organization status from 2014 to 2019. NHRDA is privately held with no disclosed institutional funding, no parent company, and a small operating team (11-50 employees).

Name

National Hot Rod Diesel Association

Legal name

National Hot Rod Diesel Association

Website

https://nhrda.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

NHRDA is a private diesel motorsport sanctioning organization founded in 2003, hosting drag racing, dyno competitions, and truck shows across the U.S. and Canada. It serves diesel enthusiasts, racers, and aftermarket manufacturers through ticketed events, competitor registrations, sponsorships, and Diesel TV live streaming.

Ownership category

akta.pro rank

Product category

Diesel Motorsports

NAICS

Racetracks (711212), Spectator Sports (71121)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Motorsports Sanctioning Bodies & Governing Organizations (MPAKAGAD)

Keywords

• Diesel drag racing
• Motorsport events
• Drag racing sanctioning
• Dyno competitions
• Racing class competitions

Headquarters

HQ city

Arlington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Event Tickets: Revenue from spectator admissions at drag racing events. Tickets sold online in advance and at the gate.
2. Competitor Registration: Entry fees from competitors participating in various racing classes. Fees vary by class and event.
3. Sponsorship and Partnerships: Title sponsorships, class sponsorships, and official supplier partnerships with diesel performance companies.
4. Camping and Hospitality: Revenue from trackside camping accommodations and related hospitality services at events.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

NHRDA is a motorsport sanctioning body that organizes and hosts live diesel drag racing, dyno competitions, sled pulls, burnout contests, and big rig light shows across premier racetracks in the United States and Canada. The association runs a structured championship season with nine racing classes (Top Diesel, Pro Mod, Pro Street, Hot Rod Semi, Sportsman, Super Diesel 7.70, 6.70 Index, Super Street, Big Rig Bracket), a separate No Prep Race Series, and four marquee annual events culminating in the World Finals. Revenue is generated through spectator tickets, competitor registration fees, trackside camping, and manufacturer sponsorships.

Product overview

NHRDA operates as a motorsport event organization rather than a software product company. Its primary offerings include the Hot Shot's Secret Diesel Drag Racing Series (title-sponsored championship season), the NHRDA No Prep Race Series (with Blue Collar Average Joe and Blue Collar S300/S400/Compound classes), and nine drag racing classes ranging from professional (Top Diesel, Pro Mod, Pro Street, Hot Rod Semi) to sportsman divisions (Sportsman, Super Diesel 7.70, 6.70 Index, Super Street, Big Rig Bracket). Supporting offerings include dyno competitions, burnout contests, big rig light shows, and Show-N-Shine events. The four marquee events are Diesels in the Desert (Arizona), Truckin in Tulsa (Oklahoma), Big Sky Truck Fest (Montana), and the World Finals (Texas). Event attendance requires general admission tickets, while competitors purchase class-specific tech cards. NHRDA membership enables championship points accumulation.

Differentiator

Problem solved

Functional benefit

Products and services

• Hot Shot's Secret Diesel Drag Racing Series The primary NHRDA racing championship series, sponsored by Hot Shot's Secret (fuel and oil additives provider), running a full national season across all sanctioned racing classes and culminating in the World Finals.
• NHRDA No Prep Race Series A heads-up no-prep street truck racing series featuring two classes (Average Joe Drop-In Turbo and Blue Collar S300/S400/Compound) with $5,000 to win each class, designed for diesel racers competing with daily-driven street trucks.
• NHRDA Drag Racing Classes Nine distinct sanctioned racing classes: Top Diesel, Pro Mod, Pro Street, Hot Rod Semi, Sportsman, Super Diesel 7.70, 6.70 Index, Super Street, and Big Rig Bracket, each with separate rules, tech card fees, and championship points.
• Diesels in the Desert Season-opening event held at Firebird Motorsports Park in Chandler, Arizona, featuring all sanctioned racing classes, No Prep racing, dyno competition, and vendor displays.
• Truckin in Tulsa Major event held at Tulsa Raceway Park in Oklahoma, featuring diesel drag racing, truck exhibitions, and No Prep racing.
• Big Sky Truck Fest Truck show and racing event at Yellowstone Dragstrip in Acton, Montana featuring drag racing, big rig light shows, dyno competition, and burnout contests, with vendor displays and weekend camping.
• NHRDA World Finals Annual championship finale held at Texas Motorplex in Ennis, Texas, where season champions are crowned across all racing classes, with general admission and trackside camping ticket tiers.
• NHRDA Membership Annual membership required to compete for championship points and year-end awards, providing benefits including discounted entry fees and early event registration.
• Diesel TV Live Streaming Live streaming coverage of NHRDA events broadcast via the Diesel TV platform to reach remote viewers nationally.

Quantifiable outcome

• 197.30 MPH achieved as top speed record in Top Diesel class
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

25 partnerships are on record, tiered core, flagship and minor.

• ARP (Automotive Racing Products)coreGTM or Marketing Partner · 22 January 2025Super Diesel Class sponsor for the 2025 Season. ARP is the world leader in fastener technology with a motorsports heritage spanning over 50 years.
• Pacific Performance Engineering (PPE)flagshipGTM or Marketing Partner · 22 January 2025Presenting Sponsor for the 2025 Season and Official Carbon Fiber Intake Supplier for the Hot Shots Secret Drag Racing Series. PPE has supported NHRDA for over a decade.
• Hot Shots SecretflagshipGTM or Marketing Partner · 7 January 2025Title Sponsor for the 2025 NHRDA Drag Racing Series. Hot Shots Secret provides fuel and oil additives for diesel engines and has been a long-standing supporter of diesel drag racing.
• Dynomite Diesel ProductscoreGTM or Marketing Partner · 26 December 2024Official Fuel Injector Supplier for the 2025 Season. DDP specializes in high-performance diesel fuel injectors and fuel system components.
• Summit Racing EquipmentcoreGTM or Marketing Partner · 21 December 2024Partnership renewed for the 2025 Championship Series. One of the largest mail-order and online retailers of performance automotive parts.
• Ford Motor CompanycoreGTM or Marketing Partner · 15 April 2024Official Sponsor for the Desert Diesel Nationals. Ford's involvement demonstrates commitment to the diesel performance community and Power Stroke diesel platform.
• DPF Alternatives of ArizonaminorGTM or Marketing Partner · 10 April 2024Sponsor for the NHRDA racing series. Specializes in diesel particulate filter services and solutions.
• Pickett Custom TruckscoreGTM or Marketing Partner · 5 April 2024Sponsor of the Big Rig Show-N-Shine at the Desert Diesel Nationals. Specializes in custom semi trucks and big rig builds.
• Old Iron TruckinminorGTM or Marketing Partner · 28 March 2024Sponsor of the Bob-Tail class at the 2024 Desert Diesel Nationals. Supports semi truck racing without trailers.
• Driven Diesel PerformanceminorGTM or Marketing Partner · 25 March 2024Sponsor for the 2024 Desert Diesel Nationals. Full-service diesel performance shop offering parts, service, and engine building.
• Summit Racing EquipmentcoreGTM or Marketing Partner · 15 February 2024Partnership renewed for the 2024 season. Provides NHRDA racers with access to thousands of performance parts and racing supplies.
• Poor Boy DieselminorGTM or Marketing Partner · 10 February 2024New sponsor for the NHRDA racing series. Specializes in diesel performance parts and services.
• Randy's TransmissionsminorGTM or Marketing Partner · 5 February 2024Sponsor of the Dyno Contest at the Desert Diesel Nationals. Leader in high-performance automatic transmissions for diesel trucks.
• Strictly DieselminorGTM or Marketing Partner · 1 February 2024Left lane sponsor at the 2024 Desert Diesel Nationals. Dedicated to the diesel performance market offering parts and service.
• Dynomite Diesel ProductscoreTechnology or Integration · 25 January 2024Official Fuel Injector Supplier for the NHRDA. Many NHRDA racers rely on DDP injectors for competitive power levels.
• KC TurbominorGTM or Marketing Partner · 15 January 2024Right lane sponsor for the 2024 season. Leading supplier of turbochargers and turbo components for diesel performance.
• 10-4 MagazineminorGTM or Marketing Partner · 5 January 2024Media partner providing coverage of NHRDA events. Leading publication covering the trucking industry and truck culture.
• Misty Big RigminorGTM or Marketing Partner · 25 April 2023Sponsor of meet and greet events at the Desert Diesel Nationals. Provides fan engagement opportunities with drivers.
• Diesel Doctor CAminorGTM or Marketing Partner · 20 April 2023Title Sponsor of the Canadian Diesel Shootout event. Leading diesel performance shop serving the Canadian market.
• Copperhead Diesel PerformanceminorGTM or Marketing Partner · 15 April 2023Sportsman class sponsor at the 2023 Desert Diesel Nationals. Supports entry-level diesel racing competition.
• Pacific Performance Engineering (PPE)coreTechnology or Integration · 10 April 2023Official Intercooler Supplier for the NHRDA. PPE's high-performance intercoolers help racers keep intake air temperatures down and maximize power.
• Best Western Plus ChandlerminorOthers · 5 April 2023Official host hotel for the Desert Diesel Nationals in Chandler, Arizona. Provides convenient accommodations for racers and fans near Firebird Motorsports Park.
• Tier One TransmissionminorGTM or Marketing Partner · 1 April 2023Super Street class sponsor for the 2023 season. Specializes in high-performance transmissions for diesel trucks.
• Smeding DieselcoreTechnology or Integration · 28 March 2023Official Turbocharger Supplier for the NHRDA. Smeding Diesel offers turbocharger solutions from single turbos for street trucks to compound setups for race applications.
• Empire CatminorGTM or Marketing Partner · 10 March 2023Presenting Sponsor for the 2023 Desert Diesel Nationals. Leading Caterpillar equipment dealer supporting diesel motorsports.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• PDRA (Professional Drag Racers Association): PDRA sanctions professional-level drag racing in multiple classes and operates as a competitor organization to NHRA in the broader US drag racing landscape. Like NHRDA, it organizes championship-style drag racing events, though it focuses on doorslammer and Pro Mod-style racing rather than diesel.
• Hot Rod Power Tour: Hot Rod Power Tour is a multi-day enthusiast driving event that reaches a comparable hot rod and performance vehicle audience. It competes for the same enthusiast attention and sponsorship dollars across the broader performance truck and hot rod community that NHRDA addresses.
• NHRA (National Hot Rod Association): NHRA is the dominant US drag racing sanctioning body and the parent organization with which NHRDA previously held an Alternative Sanctioning partnership (2014-2019). Both organizations sanction drag racing competitions across multiple classes; NHRA is broader in vehicle types (gasoline and diesel) and significantly larger in scale.

Others

• Diesel World Magazine: Diesel World is a leading diesel enthusiast publication and NHRDA media partner. It operates in the same content and audience ecosystem, competing for advertiser and reader attention within the diesel performance community.
• Summit Racing Equipment: Summit Racing is a major performance parts retailer and a core NHRDA sponsor. While not a direct competitor, it is a critical commercial partner and ecosystem enabler whose own events and content compete for the same enthusiast attention and sponsorship inventory.

Direct peers

• Strictly Diesel: Strictly Diesel operates diesel performance events and is a sponsor and event participant alongside NHRDA. It competes for sponsorship dollars and audience attention within the same diesel enthusiast community, occasionally hosting or sponsoring overlapping events.
• Sled Pull International (SFI-sanctioned sled pulls): Sled pull sanctioning bodies and event organizers operate in an overlapping diesel performance competition format that NHRDA also includes in its event offerings. Both target diesel truck and tractor competitors with similar audience and sponsorship pools.
• Outlaw Diesel Super Series: Outlaw Diesel Super Series is a competing diesel-specific drag racing series with similar class structures and sponsorship models targeting the same diesel truck enthusiast and racer base as NHRDA. Both organizations compete for competitor registrations, sponsorships, and spectator attendance in the same niche.

Emerging players

• Diesel Power Products: Diesel Power Products is a diesel performance parts retailer that occasionally hosts or sponsors diesel-themed events and content. It sits in the same sponsor and community ecosystem as NHRDA and represents a potential emerging competitor in event organization.
• Big Rig Bash / Mid-America Trucking Show: Big rig and commercial truck events such as the Mid-America Trucking Show overlap with NHRDA's Hot Rod Semi, Big Rig Bracket, and Show-N-Shine offerings. Both target the custom and competition semi-truck community, sharing sponsors and audiences.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks3 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/raceNHRDA
• Instagraminstagram.com/nhrda
• Xx.com/NHRDA
• LinkedInlinkedin.com/company/roc-racing-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about National Hot Rod Diesel Association