DAYTONA BEACH, FL (February 19, 2007) – The American Speed Association Kwik Trip Midwest Tour presented by Echo Outdoor Power Equipment is delighted to announce a new partnership with Hype Energy Drink.

“We’re very excited about our partnership the ASA Midwest Tour. They are a great organization and now with this new Hype Energy drinks sponsorship, they are set to impact US short track racing as well as the growing Energy Drink market. Hype is one of the leading brands in the world of Energy Drinks and our partnership with a series like the ASA Midwest Tour shows our dedication to grassroots friends and family sports. The Midwest Tour will be an integral part of our marketing program in the upper Midwest. We are looking for a long-term association filled with racing, sports and fun. Why follow when you can lead?” explained Paulo Vassar, Head Of Internet Marketing, On Distribution LLC, the official USA distributor of Hype.

“We are thrilled that Hype Energy Drinks has agreed to come aboard as the official energy drink of the ASA Midwest Tour. I have been working on this deal since last October and I knew that we would be able to put something together since our first conversation,” stated ASAMT Vice President Steve Einhaus.

By drinking Hype, users will get what is called the Hype Effect. The Hype Effect gives numerous benefits to the body. It helps fight physical or mental fatigue, helps users stay focused for improved concentration, and improves short-term memory. Hype is a nutritious drink containing vitamins, free of coloring and preservatives. It aids in the stimulation of metabolism, circulation and central nervous system, increasing endurance and performance, state of mind, vigilance and wakefulness, and reaction time. The Hype Effect helps users improve themselves to a level many never thought they could reach.

Hype is a coloring free and preservative free energy drink with a revitalizing, unique taste, which unleashes the extreme side from the user’s body. Hype is made with the finest high quality ingredients including real elderberry and cranberry juices, taurine, ginseng, guarana, caffeine and vitamins. Hype was first started in 1994. Barry Cox, founder and chairman of Hard Rock Café, led the company in its beginnings. Bertrand Gachot, a French distributor and former Formula 1 driver, purchased the company in May 2000 and since then Hype has grown substantially to become an international brand, distributing drinks to over 40 countries.

Gachot won the 24 Hours of Le Mans in 1991 with co-drivers Johnny Herbert and Volker Weidler.

The American Tasting Institution voted Hype the best tasting energy drink in 2001. Hype Energy Drink has been a regular winner in consumer taste tests worldwide. With results like that it is no wonder Hype is the top selling energy drink in Canada, Iran, Kazakhstan and France. In 2004 Hype outsold the leading soft drink, Coca Cola, in the United Kingdom.

Hype does not just sell unique drinks, but a wide selection of great products including: clothing, wrist bands, neck straps stickers, glasses, bar mats, fridges, posters, slip mats, club visuals, and shot glasses.

Hype has a very strong brand image, created by investing over $30 Million since 1994 in branding and marketing efforts major sporting event sponsorships including Formula 1, NASCAR, Indy Racing League, Paris Dakar Rally, and the World Rally Championship.

“I have learned so much about the company and their success in Europe and Canada. It is just awesome to know that the Midwest Tour will be representing a company that is making leaps and bounds in the United States and we are really excited about what we can do together to make this grow. We are working very hard to get Hype Energy Drinks in front of everyone in the Upper Midwest and then spread throughout the U.S. Its a perfect fit for our race teams and fans,” Einhaus said.

The ASAMT will celebrate opening day April 28, 2007 at the Elko Speedway (MN) with Hype Energy Drink on site.

More information about Hype is available online at

To learn more about the American Speed Association Kwik Trip Midwest Tour presented by Echo please contact the ASA Midwest Tour office by calling (262) 514-3880 or by e-mailing Tim Olson at or Steve Einhaus at

To learn more of the Daytona Beach, Florida-based Racing Speed Associates or the American Speed Association Racing Member Track program, call (386) 258-2221 or send an e-mail to For news and information from all the racetracks and regional tours involved in the American Speed Association, visit

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