(© 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
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