Yes. Look at Monster Energy just in Supercross. They sponsor the series, are the title sponsor of the Pro Circuit team, the Kawasaki factory team, and they are a major associate sponsor of Chad Reed's 22 Motorsports team. Just watching on TV, Monster gets considerably more signage than their competitors because they have smart people putting their logo on every inch of everything in those arenas. They have not contracted out the Rockstar or RedBull sponsored team and riders. They are probably smart enough to realize that the loss of those entities would be a loss for everyone! Are they threatened by their competitors? Probably not. Would they prefer they not be there? Of course. However, when there is one rider with a Rockstar or RedBull logo on their gear standing on the podium (just like this past Saturday night), there's a girl on either side of him wearing just enough clothes to paste a Monster logo on to. They win every time.
Mello Yello is an inferiorly marketed and distributed product to be a title sponsor of any series that is nationwide. From the Powerade years to the current Mello Yello campaign, Coca-Cola, in my opinion, has done very little to promote the NHRA or the tour. If they are meeting their contractual obligations, regarding advertising and promotion, then someone sitting in Glendora has wildly (and repeatedly!!) dropped the ball on what is expected of a title sponsor and there's a rep at Coca-Cola getting a bonus for the bargain they scored.