(© Ben Johnston 2015)
On the eve of the start of the 2015 season, the Sahara Force India Formula One Team have announced that they have entered into a partnership with energy drink company Hype.
The company which was originally backed by Hard Rock Café founder Barry Coz. Today the brand is owned by former Formula One driver Bertrand Gachot and is available in 45 countries worldwide.
As part of the new agreement the Hype logo will appear on the side pod wing of the Sahara Force India VJM08 starting with this weekend’s Australian Grand Prix.
Speaking about the new partnership Sahara Force India Team Principal and Managing Director Dr Vijay Mallya stated:
‘I am delighted to welcome Hype Energy drinks as our latest partner on the eve of the new season. It’s a dynamic and exciting brand that is a good fit with our team image and Formula One as a whole. The global appeal of the sport will provide Hype Energy drinks with a strong platform to continue building its global network and we look forward to a successful partnership.’
Ironically Hype CEO Bertrand Gachot is now sponsoring the Formula One team that he raced for over 20 years ago although the name above the door has changed since then it has the same DNA from the days when he raced in Formula One. Speaking about the new partnership, Gachot stated:
‘I am very proud and excited about our new partnership with Sahara Force India; I am proud for Hype Energy drinks to sponsor the team I used to race with over 20 years ago! I loved working with its team members and I’m thrilled to meet them again. I’m also excited because Hype has a long history in motor-sports and lifestyle sponsorship. As the team’s supplier of Energy drinks over the last three years, this is a natural progression of our business collaboration.’
© Ben Johnston 2015