Speedway signs energy drink deal

May 14, 2008
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franksdrinkAfter months of rumblings from sports marketers, the Indianapolis Motor Speedway finally announced its category sponsorship deal with Frank’s Energy Drink.

Last October, IBJ first reported the deal that was revealed at the Speedway today. Samples of Frank’s newest all-natural energy drink will be given out free at this year’s Indianapolis 500 as part of the deal.

Though terms of the deal were not released, motorsports marketers familiar with the deal called it a multi-year, high six-figure to low seven-figure deal. Currently Frank’s only has a deal with the IMS. But negotiations are underway, sources said, to broaden it to a series-wide deal that would increase its value.

The Austrian-made drink is huge in parts of Europe and throughout Canada, with a healthy marketing budget and ambitious U.S. expansion plans.

Former rocker Gene Simmons, who was hired in 2006 to help market the IRL, has an affiliation with Frank’s and was said to be instrumental in the deal.

Frank’s Energy Drink is also a sponsor of Andretti Green Racing and 2004 IRL champion Tony Kanaan.

Frank’s Energy Drink recently launched in the U.S. with 7-Eleven stores in Southern California and company officials have plans to aggressively expand the sales footprint in coming months and years.
  • Gene Simmons finally comes through in the clutch. In the what have you done for me lately column, I'd say it's about time. Hopefully this will create even more momentum for the IRL. But they have to do better than Franks on the next deal ... large, well-known U.S. consumer brands wanted.
  • This Frank's stuff isn't bad. And as it turns out, I guess they pay their bills, which is more than I can say for ResQ, which stiffed Sarah Fisher Racing. Hopefully Sarah has learned--you never make a deal with an operation that isn't significantly bigger than your operation.

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  1. These liberals are out of control. They want to drive our economy into the ground and double and triple our electric bills. Sierra Club, stay out of Indy!

  2. These activist liberal judges have gotten out of control. Thankfully we have a sensible supreme court that overturns their absurd rulings!

  3. Maybe they shouldn't be throwing money at the IRL or whatever they call it now. Probably should save that money for actual operations.

  4. For you central Indiana folks that don't know what a good pizza is, Aurelio's will take care of that. There are some good pizza places in central Indiana but nothing like this!!!

  5. I am troubled with this whole string of comments as I am not sure anyone pointed out that many of the "high paying" positions have been eliminated identified by asterisks as of fiscal year 2012. That indicates to me that the hospitals are making responsible yet difficult decisions and eliminating heavy paying positions. To make this more problematic, we have created a society of "entitlement" where individuals believe they should receive free services at no cost to them. I have yet to get a house repair done at no cost nor have I taken my car that is out of warranty for repair for free repair expecting the government to pay for it even though it is the second largest investment one makes in their life besides purchasing a home. Yet, we continue to hear verbal and aggressive abuse from the consumer who expects free services and have to reward them as a result of HCAHPS surveys which we have no influence over as it is 3rd party required by CMS. Peel the onion and get to the root of the problem...you will find that society has created the problem and our current political landscape and not the people who were fortunate to lead healthcare in the right direction before becoming distorted. As a side note, I had a friend sit in an ED in Canada for nearly two days prior to being evaluated and then finally...3 months later got a CT of the head. You pay for what you get...