The deal struck with Sir Frank Williams, head of the AT&T Williams team, sees the Hell brand emblazoned across race cars and the crew in the pit lane at Grands Prix all over the world for the next three years.
Sir Frank Williams, founder and team principal of the AT&T Williams team, said: “This sponsorship deal will provide a strong platform for Hell Energy Drink’s international business objectives, and we’re happy to be an important part of their marketing activity and growth plans.”
The energy drink sector has grown by about 40% a year since 2006, but Hell reports an annual growth rate of 147% in 2007 and 155% in 2008. The company claims that sales of Hell Energy Drink are booming across Europe, because it has carved a niche by being around half the price of the global market leader while outperforming competitors in ‘taste tests’.
According to ACNielsen, the UK is one of the largest energy drinks market in Europe, with more than 250 million litres sold each year. People in the UK drink an average of four litres a year, making the market worth around £1bn.
Tomas Grosch, strategy and development director of Hell Energy Drinks, said: “We’ve got major plans for the UK and this deal with one of the country’s most famous sporting names shows we mean business and we’re ready to shake up the market. We’re investing in strong marketing campaigns to raise brand awareness for retailers and consumers. We offer a distinct brand that flies off the shelves in 16 other countries, and we’re confident the UK market is a good one.
“We’re attractive for retailers because we’re around half the price of our competitors without compromising on taste or quality. Our distinct design and innovative marketing tactics will be a major boost to retailers who are struggling to sell premium-priced energy drinks.”
Hell Energy Drink was only established in 2006, but is already marketed in 16 countries and is the market leader in Hungary (where the company is headquartered) and Romania. The company also has offices in Europe, Australia and the Asia Pacific and plans to expand further into Europe, Japan and Russia.
Last year, Hell won the ‘Most Impressive Debut’ category and ‘Best Energy Drink’ awards at World Food Moscow, the largest international food and drinks exhibition in Russia, organised by ITE – a British leading organiser of international trade exhibitions and conferences.
The major sponsorship of AT&T Williams was just a first step in an aggressive marketing campaign across all media platforms for 2009 in the UK to promote the brand to multiple retailers, independents and consumers.
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