Sahara Force India will continue its partnership with Hype Energy drinks for the 2016 season. Hype branding will be located on the cockpit of the VJM09, the inside of the rear wing end plate, as well as on the drivers’ suits.
The extended partnership allows Hype Energy to build on its strong heritage in motorsport, which dates back to the 1995 season when the Hype logo first appeared in Formula One. Since then the brand has matured to become one of the best tasting premium and lifestyle energy drinks on the market.
Fans of the sport can look forward to a busy activation programme from Hype ranging from social media competitions to consumer events, including the expansion of the #MFPClub at key races on the 2016 calendar.
Vijay Mallya, Team Principal and Managing Director: “Hype Energy is one of those exciting brands that fits perfectly with Formula One. We enjoy working with them and it’s great to see the brand going from strength to strength with the introduction of new products. With their support last year we enjoyed our best ever season, so I’m delighted that we have expanded the partnership for 2016 and look forward to further shared success.”
Bertrand Gachot, CEO of Hype Energy Drinks: “We’re extremely pleased and excited to continue our partnership with Sahara Force India. Last year, thanks to the great successes of the team, the Hype brand enjoyed huge growth and strengthened its global position in the functional drinks category. I enjoy working with this team and from a personal perspective it’s a natural choice: I was involved with the team since its creation in 1990 and raced for them in 1991. Now as a sponsor, I’m proud to still work with some of the same people as I did as a racing driver. I have immense faith in them. I would also like to thank Vijay for making this possible and Otmar for his great strategic work.”
About Hype Energy drinks
Hype Energy is a functional drinks brand that was first launched in 1994 by Hard Rock Cafe founder, Barry Cox. The current CEO, former international Sportsman, Formula One racing driver and 24 Hours of Le Mans winner, Mr. Bertrand Gachot, has been involved with the brand since 1997. The Hype Energy range includes Hype Energy MFP, MFP Sugar Free, UP, Enlite, MOJITO, AfterDark and 60mL Shot. Hype Energy drinks are currently available in over 45 countries, with trademarks registered in more than 145 countries. The company head offices are located in Dubai, with branches in Europe and the USA.