A few hours before Force India launches its 2017 challenger the team will be quenching its thirst with its partner's Hype energy drinks.
Sahara Force India and Hype Energy have extended their successful partnership throughout the 2017 season.
The Hype Energy branding will figure prominently on the VJM10 when it premieres this afternoon, with logos around the cockpit, on the rear view mirrors, and on the rear wing end plates.
Additionally, the Hype Energy logo will be on the drivers’ racing suits, team apparel and team caps.
The extended partnership reflects the success of the collaboration over the last two years as Hype Energy expands into new markets.
Formula One is part of Hype Energy’s heritage thanks to current CEO, Bertrand Gachot, who is a former F1 driver.
Gachot raced for Jordan over 25 years ago, a team whose foundation remains quite remarkably that of Force India today following several stages of evolution over the years.
The historical link runs deep with several current Force India team members, like technical director Andy Green, having been part of the initial Jordan heritage over a quarter of a century ago!
Having a former driver turn sponsor of a team he once raced for is certainly a unique feat in F1 history!
“We enjoy a fantastic relationship with Hype Energy and I’m delighted we are continuing the partnership for a third season," says Vijay Mallya.
"Their brand fits perfectly with the high energy lifestyle of Formula One and they always come up with exciting activation ideas, such as the special edition Force India can we created last year. 2017 promises more of the same with great results on and off the track"
“Our partnership with Sahara Force India has been a real success story," adds CEO Bertrand Gachot.
"The team achieved so much last year and the 2017 season looks very exciting. As a former driver with the team, I'm proud and excited to continue to be part of their story as a sponsor.
"To be able to work alongside old friends is an immense pleasure. We're thankful to Vijay and Otmar Szafnauer , who give us the freedom to try innovative ideas that take our brand to the next level. Since we started the partnership, the Hype Energy brand has grown and we’ve been able to increase our distribution networks.
"Extending the partnership for a third year was an obvious choice and I’m excited to see what the 2017 season has in store."