SBD/Issue 36/Sponsorships, Advertising & Marketing

Robby Gordon Creates Energy Drink To Generate Revenue For Team

Gordon Hopes Speed Energy
Can Help Fund His Team

NASCAR driver Robby Gordon "introduced a new energy drink Friday that he developed as a potential revenue source for his race team," according to Jenna Fryer of the AP. Gordon said that Speed Energy "will be in stores soon, and he marked the launch by featuring the product on the No. 7 Toyota" he raced in yesterday's Sprint Cup Series Amp Energy Juice 500 at Talladega Superspeedway. Gordon said that he has "invested millions of his own money into the drink but did not disclose specific costs." He has "partnered with his longtime attorney Steven Nichols as owners of the drink company." Gordon "plans to use Speed Energy as a sponsor of his team, but he was noncommittal on how much he'll race next year." His "initial goal is to run the first five races of 2011 and then the 'fun' events and large markets." Fryer noted it is "not clear if by 'fun' events, Gordon meant the Indianapolis 500, the Dakar Rally or the Brickyard 400." Gordon has "partnered previously with both Red Bull and Monster energy drinks during his long career" (AP, 10/29).'s Bob Pockrass noted Speed Energy "goes along with Gordon's website,, that shows video clips of his race team's preparation for events." Gordon: "You'll see through our marketing program, it definitely will be an extreme motorsports marketing plan that will take this brand on. ... It's so easy for me to promote this brand. It's our brand. It's about a lifestyle that so many people dream about going fast" (, 10/29).

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