The NHRA issued an RFP to six agencies, and shortlisted three, said Jerry Archambeault, VP of PR and communications.
"Edelman demonstrated several unique attributes that put [it] ahead," he added via e-mail, "[including] national capabilities within an independent firm, knowledge of sports, specifically motorsports, and identifying the need to develop benchmarks on performance."
Archambeault declined to name the other agencies that pitched.
Edelman, which was officially hired in mid-May, will target lifestyle, health and fitness, fashion, and general news media, and will incorporate new media. The NHRA didn't disclose financial terms of the deal.