Wheels & Deals: New Energy Drink Sponsoring Alex Lloyd At Indy

Lloyd Will Drive Pink HER Energy Car At Indianapolis 500

HER Energy drink will sponsor the No. 99 IndyCar Series car driven by Alex Lloyd for the month of May, including the Indianapolis 500. Lloyd will drive a pink HER Energy car, prepared by Target Chip Ganassi Racing for Sam Schmidt Motorsports. The pink lemonade energy drink geared toward women also plans a Hollywood style party in downtown Indianapolis on May 22, the Friday prior to the 500. The party will benefit the Indy chapter of the Susan G. Komen Breast Cancer Foundation. Other details are expected in a noon press conference today in Indy (Michael Smith, SportsBusiness Journal).

MARKETING BOOST: IRL driver Danica Patrick said the decision to have Boost Mobile become her primary sponsor for the rest of the IndyCar season “was Motorola’s doing,” as she was not actively involved in the deal. Patrick: “It’s good because Boost wants to do commercials and lots of advertising and really launch their product. It’s cool to be a part of that. I always love when the sponsor does the media and the campaigning." Patrick will sport a new orange and black paint scheme instead of the familiar blue and black Motorola design beginning with the Indy 500. Patrick: "It’s a really catchy car. I think that people are going to notice it even more on the track actually” ("The Jim Rome Show," 5/1).

NEW COAT OF PAINT: Pepsi's Amp Energy brand has launched Tradin' Paint, its new Dale Earnhardt Jr.-themed energy drink. The beverage will be available nationwide through the end of the summer in 16-ounce cans that feature the same paint scheme as Earnhardt's Hendrick Motorsports No. 88 Sprint Cup Chevy. The product will be supported by an ad campaign from BBDO, N.Y., including TV and radio elements (Amp Energy).

DRIVE FOR SHOW: Aston Martin Chair David Richards told Abu Dhabi-based newspaper The National that he is leaning toward identifying his prospective F1 team with "parts of the [Persian] Gulf yet untapped by the sport." Richards has indicated he might launch an F1 team next season, and he said, "There is a tremendous amount of interest in what we are doing. Two individuals have approached me wanting to be part of this project." He said the team would set up a "composite plant" in the region, while the main HQs would be in Europe (SPEEDTV.com, 5/5).