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US: Hansen Natural Corp signs Rossi to promote Monster

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Hansen Natural Corp has signed up motorcycle racer Valentino Rossi to promote its Monster Energy brand.

Rossi will display the Monster Energy M-claw logo on the 2009 MotoGP tour, which opens on 12 April at the Grand Prix of Qatar, the company said today (13 February).

"Going big has been our motto at Monster Energy for some time and aligning ourselves with Valentino Rossi is about as big as it gets in motorsports," said Mark Hall, president of Monster Energy.

Last year, Hansen signed a distribution deal on Monster with The Coca-Cola Co and Coca-Cola Enterprises, expanding the brand's reach and handing Coca-Cola a greater foothold in the growing energy drinks category.


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