$100k deal signed at last minute - it would appear that energy drink companies are impervious to recession...

Energy drink Red Devil will be the naming rights sponsor of Rally Queensland, its first investment in Australian motorsport.

The late sponsorship - the rally takes place next week - comes as Red Devil launches in Australia. The Red Devil Rally Queensland will be one of six events in the 2009 Australian Rally Championship.

"The benefits of Red Devil Energy Drink are synonymous with the high-performance environment of international motorsport such as Rally Queensland," said Red Devil Australia director Rod Shanley. "Over the three days of Red Devil Rally Queensland we will be introducing the product to as many competitors and members of the public as possible through free tastings and other activities and then over the following weeks and months it will be available to buy in shops, restaurants, bars and other retail outlets across Australia."

Event director Errol Bailey said: "We are delighted to be associated with an internationally-recognised product like Red Devil Energy Drink. It brings extra prestige and attention to what is already a highly-regarded event and demonstrates that even in these difficult times the sport of rallying remains a very viable sponsorship vehicle."

source: sportsprodailydeal.com