Monster Energy, the massive global drinks company, has become presenting sponsor of the 2010 Isle of Man TT.
The deal, announced by the Isle of Man Government Department of Economic Development at Silverstone this week, will see the Monster brand attached to both Supersport races and the TT's official radio broadcast, as well as the event branding for 2010 becoming The Isle of Man TT fuelled by Monster Energy.
The announcement event was attended by several leading TT riders, including John McGuinness, Steve Plater, Guy Martin, Keith Amor and Michael Rutter.
Monster is an active supporter of athletes in a range of sports, including many involved in bike racing – like MotoGP legend Valentino Rossi.
Monster Energy European Marketing Director Jamal Benmiloud said:
“Our brand is an active supporter of many of the world's truly great high octane sports events and the TT Races are right up there with the best of them.”
“It is a truly incredible event with some of the world's most talented motorcycle racers and it is a privilege to be associated with it.”
As part of their sponsorship, Monster will live up to its reputation for putting on a show in the form of music and high profile appearances from Monster Energy-endorsed ambassadors.
The company is expected to bring in the Monster Army Camp and DJs, as well as feeding the spectacle on the promenade alongside the already scheduled entertainment programme.
Geoff Corkish, Political Head of Isle of Man Tourism, added:
“Commercial partners are so important to the future development of the TT Races as they help to fund the running of the event. This additional prestigious sponsorship confirms that the TT represents an excellent commercial proposition for brands and companies and will add a huge amount to the fans' festival experience.”