According to a press release from Williams F1, the partnership between the two companies will receive visual confirmation since the very Friday practice sessions. The Hell Energy Drinks logo will appear on the team’s race cars on the rear wing endplates as well as claim a novel position in the pit lane with the team’s re-fueler firesuits.
“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,” said Williams in the statement, without confirming through the exact period of time the deal was signed.
According to Tomas Grosch, Hell’s Strategy and Development Director, this new partnership is a first step towards international recognition, as it will use the immense popularity of Formula One racing to boost Hell's sales on several markets.
“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,” added Grosch.