At 31 years old, Ida Zetterstrom is back behind the wheel of her JCM Racing Top Fuel dragster this week at Brainerd, Minnesota, marking a critical point in her ongoing NHRA Mission Foods Drag Racing Series campaign. The Swedish-born racer, who now resides in the Aland Islands, arrived in the United States in 2024 aiming to prove herself among the sport’s elite. However, the challenges of securing consistent funding, which is essential for competing at this level, have proven more difficult than she anticipated.
Zetterstrom’s journey has not followed the swift trajectory she expected after transitioning from her European success, where she won the 2023 FIA European Top Fuel championship. Despite her undeniable talent, the road to establishing a sustainable NHRA career has been marked by hurdles related primarily to sponsorship acquisition, forcing her to balance careful financial planning with on-track ambitions.
Adjusting Expectations: Patience and Persistence in a Competitive Environment
The racer candidly acknowledges that her initial expectations about quick progress have had to be tempered with patience and realism. With only partial season participation due to funding limitations, she currently ranks 11th in the season points standings after posting four top-eight qualifying results.
I think what I’ve had to adjust most to was, I thought it was going to go faster,
Zetterstrom explained.
I thought that we would be running a full season by now. I thought that we would be more in the hunt, going more rounds on Sunday.
—Ida Zetterstrom, NHRA Top Fuel Racer
She attributes the slower progression to several logical factors: competing against drivers with years of experience, larger budgets, and teams that can race full schedules. Zetterstrom is realistic about the challenge of catching up in such a competitive field.
If I were to come out for half a season and go kick their ass every other event, something would probably be wrong in that big picture. Everything is kind of logical. But I want to be out there kicking their ass. That’s all I want to do.
—Ida Zetterstrom, NHRA Top Fuel Racer
Settling in Racing Heartland and Facing Sponsorship Challenges
To immerse herself fully in the American drag racing scene, Zetterstrom relocated to Brownsburg, Indiana, a hub of motorsport activity near Indianapolis. This proximity to the sport’s core has allowed her to engage more directly with the NHRA community and teams. Still, despite this strategic move, securing sufficient sponsorship funding has restricted her to competing in only eight races last year and nine out of thirteen this season.
Her NHRA return at Brainerd, the location of her debut, marks an important milestone and a reminder of her long-term commitment to the sport.
The good thing for me is that my plan was not to come to America for five years and go back home,
Zetterstrom stated.
My plan is to be here for many, many years and chase many, many championships. I already had a long-term mission.
—Ida Zetterstrom, NHRA Top Fuel Racer
Competition for Sponsorships in a Tough Business Landscape
One of the most formidable obstacles Zetterstrom faces is the intense competition for sponsorship dollars, which often favor drivers with long-standing industry connections. She describes the sponsorship hunt as a highly competitive environment where relationships built over decades can outweigh new talent’s fresh appeal.
The thing that I have a hard time with is that I compete with other drivers for sponsorships, and they have 30-year-old connections with companies that I don’t,
Zetterstrom commented.
So, who are you going to sponsor—the new girl you’ve met once or the person who has been in the industry for 30 years that you’ve had a relationship for so long?
—Ida Zetterstrom, NHRA Top Fuel Racer
This dynamic often leaves emerging drivers like Zetterstrom waiting in line for opportunities while established racers maintain their financial backing.
I have had sponsors who have straight up told me, ‘We’d love to sponsor you, but right now our money is tied up in this person. And by the time they stop racing, you would be our first pick. But they’re still racing and the money is tied up.’
—Ida Zetterstrom, NHRA Top Fuel Racer
Seeking New Sponsorship Opportunities Beyond Traditional Motorsports
Committed to ethical sponsorship practices, Zetterstrom emphasizes the importance of bringing new companies into drag racing rather than diverting existing sponsor funds from other drivers. Her team actively seeks out businesses from outside the motorsport world, hoping to showcase drag racing’s unique offerings and build fresh partnerships.
Obviously we are not trying to go after money that is already in this business,
she said.
I don’t want to go and take someone else’s sponsor money and put that on the side of my car. We want to bring new companies in here. So, we’re working kind of in a different way where we’re trying to show companies who might be in other forms of sport—it doesn’t even have to be motorsport—what drag racing has to offer that they haven’t found elsewhere.
—Ida Zetterstrom, NHRA Top Fuel Racer
Demonstrating this approach, Zetterstrom invited potential sponsors to events like Sonoma, many of whom had never previously experienced NHRA racing. She highlights the access and hospitality that drag racing provides, which can be highly appealing for business networking and unique sponsor engagement.
I can go over can have lunch with you. I can take a piston that we just ran 330 mph, and I can sign it and give it to this new customer you brought over. It’s also a great opportunity for B-to-B (business-to-business) networking where our existing sponsors can meet new sponsors. That is something that I don’t feel like you can get in any other sport—that closeness, that opportunity to do that.
—Ida Zetterstrom, NHRA Top Fuel Racer
The Need for Better Industry Promotion to Attract Businesses
Zetterstrom believes the drag racing industry could improve how it markets itself to the wider business community, particularly in conveying the commercial benefits beyond the sport’s well-known speed and excitement.
When we do show it to new people, they had no idea,
she said.
We talk about drag racing. We talk about it being loud. We talk about it being fast, how it shakes your body, it’s so cool and all this, but we don’t really talk as much about what a great opportunity for business it is.
—Ida Zetterstrom, NHRA Top Fuel Racer
Continuing the Drive with a Focus on Learning and Growth
Despite the funding delays and the competitive landscape, Zetterstrom remains steadfast in her belief that success is achievable, even if it has taken longer than expected. She draws on her previous European racing experience, where a smaller budget delivered faster results, to keep her motivated.
Even though we haven’t made it happen yet, I wouldn’t still be here if I didn’t think it was possible or if I didn’t think I was in the right spot,
she said.
It’s just that I thought it was going to be quicker. I have done this for many years in Europe, but the budget has been smaller over there. So it happened quicker there than it does over here.
It can be a hard pill to swallow.
—Ida Zetterstrom, NHRA Top Fuel Racer
Expanding Industry Involvement Through Broadcasting and Analysis
In addition to pursuing her driving career, Zetterstrom has taken on a role as an analyst on NHRA.tv broadcasts during race weekends when she is not competing. This side role allows her to stay deeply engaged in the sport and improve her English communication skills.
Jumping into a Top Fuel car, that gets me excited,
she shared.
It’s what I want to do, and I have a passion for it. The TV thing, it gets me kind of anxious. But I said yes for several reasons.
She cites a desire for challenge and growth, as well as a commitment to contributing to the NHRA community beyond just competing.
The other thing is, I knew that I had to go to all the races—even if I’m not racing that week. And I am not good at sitting around and just being a cheerleader. I love my teammate Alexis (DeJoria). I’ll cheer for her any day, but I’ve got to do something more. This is my way of having a purpose, feeling that I’m actually useful at the track and give something back to the industry that I love.
—Ida Zetterstrom, NHRA Top Fuel Racer
Industry Support and Recognition from NHRA Broadcast Veterans
Veteran NHRA announcer and podcaster Joe Castello commends Zetterstrom’s natural talent both behind the wheel and in broadcasting. He emphasizes NHRA’s commitment to supporting drivers who lack full-time sponsorship and maintaining their visibility within the sport.
It has been the NHRA’s policy and goal to try and help their drivers,
Castello said.
When Ida had a part-time schedule and she was going to be available, the people in the NHRA office who put the broadcast teams together recognized they have to help her, have to keep her out there.
Castello also highlights the significance of Zetterstrom’s experience and youth as assets for NHRA.
She’s a driver. She’s been through the process. She’s got some great stories. Her youth and her being a championship driver are all great things. With Alan Reinhart moving on at the end of last year, we just wanted to come into 2025 loaded with options. We were able to get (former NHRA Top Fuel racer) Jordan Vandergriff. Jordan being around, showing his face, and communicating. And look at this week—he’s Shawn Reed‘s replacement driver.
—Joe Castello, NHRA Announcer and Podcaster
NHRA is underappreciated for the things that they do to try and keep talented, marketable drivers in the spotlight if they don’t have a sponsor.
And I think this is one of those things.
—Joe Castello, NHRA Announcer and Podcaster
Looking Ahead: A Determined Racer Focused on Long-Term Success
As Ida Zetterstrom continues her fight to establish herself firmly within the NHRA Top Fuel ranks, her resilience and strategic approach to sponsorship development will be crucial. With her drive both on and off the track—whether competing, broadcasting, or cultivating new sponsor relationships—she aims to overcome current obstacles and pursue multiple championships in the years ahead.
Her long-term commitment to racing in the United States, coupled with support from the NHRA and her team, positions her as a rising force in drag racing. This season and beyond will test Zetterstrom’s ability to convert promise into consistent performance despite the challenging funding landscape.
