The AT&T Williams team today announced a significant new sponsorship agreement with Hell Energy Drinks. The Hungarian energy drink brand, which has aspirations to be the number two international energy drink, is joining the team as its official 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 level sponsorship agreements to have been concluded recently. Hell Energy Drinks will appear on the team’s race cars on the rear wing endplates as well as claim a novel position in the pitlane with the team’s re-fueller firesuits.

The brand, with offices in Europe, Australia and the Asia Pacific, has an established reputation for avant garde field marketing and events. It will use this most significant new marketing 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 the number one category leader in the countries where we operate, plus we are represented in 16 more markets. Our sponsorship programme with AT&T Williams is a bold step to use Formula One’s international reach to consolidate our growth. There are any number of competitors who have achieved number two category status in individual markets, our intention is to achieve this internationally and this agreement will be the cornerstone of this strategy.

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