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Over the past few years, energy drinks have become as ubiquitous as mainstream drinks such as Pepsi or Coca-Cola. The energy drink market segment has seen unparalleled growth even as other sectors of the drink market were declining. In 2006 the energy market surpassed $4 Billion in sales, with companies such as Goldman Sachs estimating that the market will be valued in excess of $10 Billion by 2010. The big drink companies (Pepsi and Coca Cola) have tried to enter the market with their own versions of energy drinks, but they have not been able to match the innovation of smaller upstart companies, such as Who’s Your Daddy. Bigger companies are wary of using names that could be offensive to certain quarters. This ignores the target demographic of energy drinks which are young people. The Who’s Your Daddy name is arrogantly humorous and it has paid off for the company in a big way, with 2nd quarter revenue increasing nearly 500% over the 1st quarter.
This past week saw the annual holding of the X-Games, an adventure sports extravaganza. Everywhere a camera panned an energy drink was in plain site with the majority of sponsors for the event being related to the energy drink market in some capacity. Who’s Your Daddy Energy is making moves to capitalize on this marketing opportunity with a recent sponsorship announcement. On August 6th the company announced that it was entering into a sponsorship relationship with the Albanez Motorsport Racing Team. The team competes in races, including the premier Baja 1000, which are broadcasted globally on ESPN and NBC networks. This represents a unique opportunity for Who’s Your Daddy to get immediate and wide exposure for its ‘King of Energy’ line of drinks. About Who’s Your Daddy, Inc. Who’s Your Daddy, Inc. is a brand management company focused on the marketing, production and distribution of the “Who’s Your Daddy®” “King of Energy(TM)” line of beverages for the rapidly growing $4.9 billion U.S. energy drink market. |