Blimey - another energy drink deal?! - PR below

The AT&T Williams team today announced a significant newsponsorship agreement with Hell Energy Drinks. The Hungarian energy drink brand, whichhas aspirations to be the number two international energy drink, is joining the team as itsofficial drinks partner from the Spanish Grand Prix in Barcelona this weekend.

Bucking the adverse economic climate, the engagement is one of the few on-car levelsponsorship agreements to have been concluded recently. Hell Energy Drinks will appear onthe team’s race cars on the rear wing endplates as well as claim a novel position in thepitlane with the team’s re-fueller firesuits.

The brand, with offices in Europe, Australia and the Asia Pacific, has an establishedreputation for avant garde field marketing and events. It will use this most significant newmarketing venture to date to open up new markets in Europe, China and Russia.

Tomas Grosch, Hell’s Strategy and Development Director, said, “Hell Energy Drink is thenumber one category leader in the countries where we operate, plus we are represented in16 more markets. Our sponsorship programme with AT&T Williams is a bold step to useFormula One’s international reach to consolidate our growth. There are any number ofcompetitors who have achieved number two category status in individual markets, ourintention is to achieve this internationally and this agreement will be the cornerstone of thisstrategy.

Frank Williams said, “I am delighted to sign this significant new agreement with Hell EnergyDrinks. We can provide a strong platform for Hell Energy Drink’s international businessobjectives and I commend their confident marketing programme to grow and expand.”