Rockstar Energy is continuing
its investment in motorsports partnerships ahead of the Formula Drift season in April.
The Pepsi-owned energy drink brand announced a partnership with star Formula Drift driver Amanda
Sorensen. (“Drifting” is defined as “a driving technique where the driver purposely oversteers, with loss of traction, while maintaining control and driving the car through the
entirety of a corner or a turn,” according to Wikipedia.)
In addition to being one of the youngest drivers in the circuit at 22, and the only woman driver competing, Sorensen was the
first woman driver to podium for a Formula Drift USA ProSpec event, with a second place finish at an Old Bridge Township Raceway Park race last year.
“Amanda's fearless attitude and
natural talent behind the wheel embodies what Rockstar Energy is all about,” Rockstar Energy Director of Sports Marketing Steve Mateus said in a statement, adding that the brand would be
“supporting Amanda on her Formula Drift journey as she sets her sights on a ProSpec championship this year and aims to join the Pro class by 2026.”
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“In Formula Drift,
split-second decisions make all the difference,” Sorensen added, claiming the energy drink is part of her “pre-race ritual” and keeps her “sharp and focused when the pressure's
high.”
Rockstar celebrated the new partnership with a video post on Instagram welcoming Sorensen to the roster.
The move follows
Rockstar partnering with 18-year-old Formula One racing prodigy Lia Block and
golfer Charley Hull earlier this year. Others on the list includes
three-time Formula Drift champion Fredric Aasbø and his teammate Ryan Tuerck, Olympic medal-winning surfer Tatiana Weston-Webb, and snowboarder Jill Perkins.
Rockstar Energy has
struggled with declining sales since PepsiCo acquired the brand for $3.85 billion in 2020. Last year, sales of the brand fell to $137.1 million -- down from a peak of $224 million in 2017, according
to Statista data.