Hype Energy

History

Hype Energy was first developed in 1993 by Ashley Roy, Nigel Spiro, and Andrew Barshall and backed by Hard Rock Cafe founder, Barry Cox. Under Spiro and Managing Director David Harris Hype Energy became heavily involved in motorsport by first sponsoring the Arrows Formula One team and subsequently Benetton, Williams, a NASCAR outfit and several motorbike teams. Associated with the Formula One party lifestyle and with a strong presence in the paddock, Hype Energy committed to considerable amounts of sponsorship in an attempt to achieve global recognition and establish worldwide distribution. In 1997, having established a credible brand, Hype Corporation (the holding company) decided to pull back from the sport to focus on resolving manufacturing difficulties, which were restricting further growth.

In 1997, former Formula One racing driver and 24 Hours of Le Mans winner, Bertrand Gachot, signed a distribution agreement with Hype Energy in order to introduce the product to France. Gachot was one of a handful of distributors who remained committed to the brand and in 1998, he approached the Swiss licensor to buy the company holding the Hype Energy trademarks. In May 2000, after two years of negotiation, Gachot came to an agreement and restructured the company. Until 2000 Hype Energy had four products in its portfolio: Hype MFP with a strawberry and cranberry flavour, Hype Energy Morning Rush with a citrus flavour, Hype Passion Attack with passion fruit and Hype Night Boost with peach. In May 2000, the company launched a new version of Hype Energy into selected markets. The culmination of 18 months of development, Hype Energy now used fresh fruit juice, contained ten vitamins and had no artificial colours or preservatives, as it was pasteurized.

The improved Hype Energy product gave the company a substantial boost. It was first launched in France and the Persian Gulf, then the USA and Canada, and by 2001 it had achieved significant global growth. The brand is now present in more than 40 countries across the globe from the USA, Canada, Honduras and Panama to Africa and the Middle East. Hype Energy is manufactured in the USA, Canada and the Netherlands. It has offices in Spain, Dubai and Knoxville, Tennessee.

Ingredients

Hype Energy MFP contains ingredients including taurine, guarana, ginseng , glucuronolactone, caffeine and five vitamins: Vit B2, Vit B3 (niacin), Vit B5, Vit B6 and Vit B12. Hype Energy MFP is free from artificial colours and preservatives. Other variations contain a mixture of vitamins and natural flavorings.

Products

Former Brand Ambassadors

Partnerships

Hype energy have a heavy involvement in Formula 1, this may be due to Hype Energy Owner, Bertrand Gachot, being a former Formula 1 driver. Hype Energy have been an official partner of the Formula 1 team Sahara Force India since 2015. Hype Energy provides drinks to Sahara Force India in every GP Race of the season and features branding on the drivers panels and the inside of rear wing endplate. In the last race of the 2016 season in Abu Dhabi, Hype Energy additionally featured logos on: the side pods of the VJM09, the front, back and cockpit sides of the car and on the chest of the drivers' suits. Sahara Force India went on to claim 4th place in the constructors championship after the race, an all time best for the Formula 1 team.

TV Adverts

Music Sponsorship

In 2016 Hype Energy entered into the world of music and now have product placement in several music videos. Hype Energy Drinks have featured in several music videos stretching across a range of genres including Hip hop, RnB and House music.

Hype Energy have been involved in the following music videos:

Dreezy ft Gucci Mane - "We Gon Ride" (2016)

Dreezy ft Jeremiah - "Body" (2016)

Fat Joe, Remy Ma, French Montana and RySoValid - "Cooking" (2016)

French Montana Ft Kanye West and Nas - "Figure It Out" (2016)

Jonas Blue ft RAYE - "By Your Side" (2016)

Rae Sremmurd - "Look Alive" (2016)

Rae Sremmurd - "Start A Party" (2016)

Rae Sremmurd ft Lil’ Jon - "Set the Roof (2016)

Schoolboy Q ft Kanye West - "That Part" (2016)

T.I. ft Marsha Ambrosius - "Dope" (2016)

Wash (singer) ft Kevin Gates - "Where You Been" (2016)

Sponsorship

Previous sponsorships include: