Rockstar, Lucas Oil Team Up at Races

Feb 5, 2010

Lucas Oil Products and Rockstar Energy Drink have finalized an agreement that brings the Rockstar Energy brand into Lucas Oil motorsports endeavors.

Programs include the Lucas Oil Off Road Racing Series, Lucas Oil Late Model Dirt Series, Lucas Oil Pro Pulling League, Lucas Oil ASCS Sprint Car Dirt Series, Lucas Oil Drag Boat Racing Series and newly renamed Rockstar Energy Modified Racing Series.

Rockstar Energy Drink is also named “The Official Drink” in each of the involved series, according to a press release.

“This unprecedented partnership unites the excitement of the lifestyle branding of Rockstar Energy with our deep involvement in the motorsports culture nationwide,” said Bob Patison, Lucas Oil Products executive vice president. “With a strong presence in national and worldwide event broadcasts, combined with on-site activation, this complete program gives Rockstar an all-inclusive package that extends beyond the more traditional marketing efforts commonly engaged in by the energy drink segment. We are thrilled to have them alongside us as a partner.”

In addition to being seen during broadcasts on CBS, NBC, SPEED, Versus, Outdoor and Mav-TV, Rockstar will be on-site at a wide range of motorsports events nationwide with product sampling teams, models and giveaways. The company will also support a competitive Rockstar Energy Drink-branded team in each of the various series, according to the release.

“Lucas Oil Products has seen phenomenal growth through the utilization of a variety of diverse motorsports properties. The development of their in-house studio and production facilities has established Lucas Oil as an industry leader in motorsports programming,” said Frank Guernsey, Rockstar Energy Drink vice president, marketing. “With this new endeavor focusing on grassroots racing, we are eager to see Rockstar Energy Drink in the hands of people that may not have yet discovered our product. With Lucas Oil Products leading the way, we are confident that Rockstar will reach an exciting new audience.”