Pit Bull named energy drink of Indy racing.

Pit Bull Energy Drink has been named the Official Energy Drink of the Indy Racing League and Indy Racing Infiniti Pro Series, Pit Bull and Indy Racing officials announced March 14. The agreement includes a multilevel marketing and promotional platform that includes printing of the 2002 Indy Racing League schedule and logos on cases and cans of Pit Bull across the United States.

Pit Bull also will provide the Pit Bull Performance Award, a $50,000 award to the Infiniti Pro Series season champion. "Successful brand development is determined by the strategic partnerships your company creates," Pit Bull co-CEO and Founder Calvin Ross said. "Racing fans are extremely passionate, and we believe the Indy Racing League is the future of racing in the United States.

"This alliance will promote our brand in a positive manner and allow Pit Bull to make a direct connection with consumers."

This agreement deepens Pit Bull's involvement with Indy Racing. The company recently initiated a five-year primary sponsorship of Brayton Racing, which fields a car in the Indy Racing League driven by rookie John de Vries. Rhino Cleaning Products and Sprewell Motorsports also sponsor the Brayton entry.

Pit Bull, a product of Nevada-based Hip-Hop Beverage Corporation, is available through multiple retailers in California and New York and will launch across the U.S. during the spring and summer of 2002. Hip-Hop, founded in 2000, produces cutting-edge herbal beverages and brand-name merchandise for the urban market.

"We are excited about the new distribution channels that Pit Bull will deliver to the Indy Racing League," said Jeff Fernandez, assistant vice president, marketing partnerships, for the Indy Racing League and Indianapolis Motor Speedway. "Pit Bull is enthusiastic about the growth and opportunity attached to the league and, like all of our new sponsors, is committed to help grow the series."