Performance energy drink A SHOC (Adrenaline Shoc) has entered into a multi-year agreement with action sports brand Thrill One Sports & Entertainment to become its Official Energy Drink Partner, the company announced this morning.
The pact, valued somewhere in the “eight-figure” range, according to a press release, will see A SHOC featured across Thrill One’s digital content and among a range of branded events, which include motorsports shows like Nitro Circus and Nitro Rallycross as well as skateboarding competition Street League Skateboarding (SLS).
Thrill One CEO Joe Carr praised the shared vision of both companies for “the advancement of action sports from the grassroots to the professional ranks.”
“Both Thrill One and A SHOC are driven by a passion for progression and challenging the status quo,” he said in a release. “As athletes continue to push the envelope, they increasingly look for new ways to maximize their performance in a healthy manner.”
“Our partnership with Thrill One is a direct indicator of A SHOC’s authentic commitment to the progression of today’s action sports athletes,” said Scot De Lorme, president and co-founder of A SHOC, in a press release.
Founded in 2020, Thrill One is set to run over 80 events worldwide this year. One of A SHOC’s sponsored athletes, NASCAR driver Chase Elliott, took part in Thrill One’s Nitro RX racing championship last year as a special guest driver, and this year A SHOC will serve as the official presenting sponsor for Nitro Circus’ 2022 North American tour. SLS champion Paul “P-Rod” Rodriguez is also an A SHOC brand ambassador.
According to the release, the two companies will also collaborate to create original content for both its own channels and its linear television partners.
With former Monster execs De Lorme and Dan Lamb (named chief commercial officer in September) leading the charge, A SHOC will be hoping that the partnership with Thrill One will help raise awareness for the Keurig Dr Pepper-distributed brand as it fights out for a place in the increasingly crowded “performance energy” space, where it competes with other zero-sugar, high caffeine (300mg for A SHOC) brands like C4, Zoa, REIGN, Bang and Celsius. Much like Monster and recently Zoa, the brand is reportedly developing a 12 oz. can format for launch later this year.