Nitro Rallycross’ parent company Thrill One Sports & Entertainment has announced a new mutli-year partnership with A Shoc energy drink, bringing an end to its long-running partnership with Red Bull.
Although unrelated, the announcement comes after the Nitro RX pioneer Pastrana confirmed he would be leaving Red Bull for the second time to link up with the Black Rifle Coffee Company in an exclusive multi-year contract.
A Shoc’s deal – the biggest in action sports history at a reported worth of $15 million – will stretch across all of Thrill One’s portfolio, which includes the Nitro Circus and Street League Skateboarding brands as well as Nitro Rallycross which debuted as a full series last year.
“We’re very excited to announce this transformative, multi-year agreement,” said Joe Carr, CEO of Thrill One Sports & Entertainment. “Both Thrill One and A Shoc are driven by a passion for progression and challenging the status quo.
“As athletes continue to push the envelope, they increasingly look for new ways to maximize their performance in a healthy manner. A Shoc shares our vision for the advancement of action sports from the grassroots to the professional ranks, and has committed to investing in our athletes, events and content through this landmark partnership.”
A Shoc first dipped its toe in the water with Nitro RX at the end of last season, with its branding appearing on the ‘GoNitro’ car driven by Chase Elliott in the season finale at the Florida International Rally & Motorsports Park. Elliott, the 2020 NASCAR Cup series champion, has been backed by A Shoc since the beginning of last year and has already featured on a signature product for the brand.
The announcement of the Thrill One and A Shoc link-up also confirmed that the ‘GoNitro’ guest car will return for the 2022 season. Last year it was also driven by Kyle Busch and Andreas Bakkerud as well as Elliott.
“Our partnership with Thrill One is a direct indicator of A Shocs authentic commitment to the progression of today’s action sports athletes,” said Scot De Lorme, president and co-founder of A Shoc. “A Shoc is a more natural energy drink with zero sugar and functional ingredients that athletes feel good about putting in their body not to mention help them perform at their peak.
“Thrill One provides us access to the largest audience in action sports. I couldn’t imagine a more ideal partner as we both capture this exciting evolution of sports and energy. We hope to inspire a new generation of energy consumers to live active healthy lifestyles.”
“I’m so pumped to see Thrill One and A Shoc team up. Both look for innovative ways to put athletes in the best position to succeed and reach their goals. Joining forces to elevate the fan and athlete experience will take action sports to the next level.”