Hype Energy Drinks has teamed up with Sahara Force India for the next Formula One season

Hype Energy Drinks has teamed up with Sahara Force India for the next Formula One season

Hype Energy Drinks has extended the Formula One sponsorship arrangement with the Sahara Force India team for its namesake brand.

The company, which started its partnership with the Vijay Mallya-led team a year ago, said earlier this week that it will support the 2016-season deal with activation ranging from social media competitions to consumer events. Branding will appear on the cockpit and the inside of the rear wing end plate of the VJM09 cars, and on the drivers' suits.

Financial details behind the tie-up were not disclosed.

Bertrand Gachot, former F1 racing driver & Hype CEO, added: "Last year, … (Hype) strengthened its global position in the functional drinks category. I helped lay the foundations for this team in 1990 and then raced for them in 1991."

Last week, Mallya, who is chairman of India's UB Group, secured a deal with Diageo that extended Smirnoff's sponsorship of the Sahara Force India team for a further five seasons, at a cost to Diageo of US$15m per season. In return, and for a further $75m pay-off, Mallya resigned the chairmanship of United Spirits, which Diageo started acquiring from UB in late-2012.

Hype's range is available in around 45 countries.