Formula 1
Mad-Croc and Sauber extend partnership
Published: Jan 27, 2011, 8:51 PM
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Mad-Croc and the Sauber F1 Team extend their partnership
Hinwil, 26 January 2011 - The crocodile won’t release its bite: Mad-Croc is to remain a Premium Partner of Sauber Motorsport. The logo of the UK-based producer of energy gum, chews and drinks will now be added to the air deflectors on the sides of the monocoque of the Sauber F1 Team race cars.
“Mad-Croc’s products are a perfect match for Formula One,” says Team Principal Peter Sauber. “We are delighted to be able to renew this partnership.”
Ari Koivula, CEO of Energy Brands Ltd, elaborates: “Thanks to our presence in Formula One, interest in our products has seen a significant boost. So it was a logical step to continue our partnership with the Sauber F1 Team. Credit for this positive development in places like Switzerland and the entire Far East, including Japan and China, goes to Kamui Kobayashi’s brilliant performances. With Sergio Perez now on board, we anticipate a similar impact not only in Mexico but in the entire Latin and Central American region. These two young and gutsy drivers fit in perfectly with our image as our customers are also young and cool.”
Mad-Croc was founded in 2004. By the end of 2005, in less than a year, the company had managed to outsell the global market leader in Finland. Mad-Croc subsequently expanded into other north European markets with similar success.
For 2011 the brand is implementing a large-scale growth strategy. Production will be extended to three more countries through appropriate licence agreements. As well as this, new distribution contracts are in place that will ensure sales of its products in more than 25 additional countries in the first half of 2011.
Energy Brands Ltd is based in Luton, UK. Other company brands include Red Devil Energy Drink and Croc Tail.
-source: sauber
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