“We will be celebrating the sponsorship with a host of special activities and promotions across all channels, including offering retailers and consumers the chance to win VIP weekends and the chance to meet Jorge Lorenzo at the Great Britain MotoGP on June 12 at Silverstone,” says Adrian Troy, Head of Marketing for A.G Barr.
Rockstar has raced ahead of the market in 2010. The total energy drinks market value growth at +20% with Rockstar outperforming at a massive +98%*.
The signing is the biggest deal of its kind for Rockstar and illustrates the growing intent of the brand to increase its exposure to UK consumers.
As part of the agreement, Lorenzo will represent Rockstar at all public appearances and feature Rockstar branding on his helmet in all MotoGP races. The 2011 MotoGP began on March 12 and features 18 races across four continents, with a global TV audience in excess of 5 billion.
Recognised worldwide, Jorge Lorenzo – The Spartan – is one of the fastest men on the planet, winning the 2010 MotoGP World Championship with a record breaking number of points, nine first places and sixteen podium places.
Adrian Troy says the sponsorship will accelerate demand for Rockstar in the UK. “Rockstar has gone from strength to strength since entering the UK in 2007. We had a fantastic year in 2010 with +98% growth in the fastest growing sector of the soft drinks market* and the successful launch of the UK’s first non-carbonated energy drink, Rockstar Recovery.
Jorge Lorenzo added: “It is a pleasure to secure this sponsorship agreement with Rockstar Energy Drink. I love to be different than the others in my sport and I can only hope to offer the same results for 2011 that I delivered last year.”
*Source: Nielsen scantrack, % Sales Value Growth, Sports & Energy Database, MAT TY 25.12.10, Total Impulse.
Rockstar Energy Drink