ATLANTA, Ind. – Beck’s and the National Tractor Pullers Association (NTPA) have extended a partnership that includes financial awards for competitors and advertising, according to an NTPA official.

“In our universe, the patrons for both Beck’s and the NTPA match up well,” said Gregg Randall, NTPA executive director. “Agriculture is the main component in this rural derived sport, and fans share commonality with needing seed and other services that Beck’s supplies at a world-class level. The Beck’s involvement allows (them) to educate and inform the fans as well as the opportunity to meet representatives at the events.”

Last year was the first year of the partnership. The extension, announced in late May, calls for Beck’s to be the official seed of the NTPA through the 2027 season.

In addition to the financial component that awards competitors with end-of-season winnings, Randall said the extension also includes a relationship component to which Beck’s attended over 50 of the 80 NTPA national events. At those events, Beck’s interacted with pullers and fans – customers and potential customers – and spread the word about Beck’s, he noted.

“At the events, attendees are educated by public address announcements regarding Beck’s, flags and signage, as well as the NTPA jumbotron at most NTPA Grand National Events,” Randall said. “The pulling vehicles are required to display a pair of decals as well.”

Beck’s commercials are shown during the weekly broadcast of the NTPA Championship Pulling presented by Case IH TV show on RFD-TV.

Beck’s is the first official circuit sponsor for the NTPA, Randall said. The idea of a partnership began during a meeting at the 2023 Farm Science Review in London, Ohio, he said. The collaboration has exceeded everyone’s expectations, Randall added.

“What started as a simple conversation quickly turned into a natural fit,” said Hannah Rayl, Beck’s media and industry relations coordinator. “The more we learned about the NTPA and the people behind it, the more it felt like opportunity we could not pass up. Tractor pulling brings together the same kind of grit, family values and community spirit that we see in our customers every day. It just made sense to team up and support a sport that reflects so much of who we are and who we serve.”

The NTPA’s events are primarily in the Great Lakes region – Indiana, Iowa, Michigan, Minnesota, Ohio and Wisconsin – and specifically in the eastern half of the U.S., Randall said.

“The NTPA is very proud to have such a respected and top tier company as Beck’s as one of its major sponsors, and is very excited to see this relationship continue to grow and prosper for a very long time,” he said.

“The NTPA was proud to be part of a December program at the Beck’s Atlanta, Ind.-based headquarters as a guest. Many of the NTPA competitors were also in attendance and were impressed by the history of the company and their honest approach to their business model. We look forward to being involved in future programs with our NTPA members.”

Beck’s, founded in 1937, is the largest family owned retail seed company and the third-largest seed brand in the U.S. The NTPA was created in 1969 and is the sport’s oldest truck and tractor pulling sanctioning organization.