Tuesday December 5, 2023

A SHOC Stirs Up Sports Drink Wars With $15M Deal

  • Action sports company Thrill One Sports and Entertainment is getting more than just a nutrition boost with it’s latest deal with the A SHOC energy drink.
  • A SHOC, backed by Keurig Dr Pepper, will pay about eight-figures to Thrill One.
Thrill One/Design: Alex Brooks
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Action sports company Thrill One Sports and Entertainment is getting more than just an energy boost from its latest deal with A SHOC — it’ll get a major infusion of capital, too.

A SHOC, an energy drink brand backed by Keurig Dr Pepper, will pay about eight figures to Thrill One. Bloomberg reported the two-year deal to be worth as much as $15 million.

Thrill One described the deal as the “largest partnership in action sports history.

As part of the agreement, A SHOC will not only be featured across several brands but will also be the presenting sponsor for Nitro RX’s #GoNitro star car and the Nitro Circus’ 2022 North American tour.

Sports Drink Craze

The deal follows several months in which the sports drink industry has caught the eye of major investors and athletes.

Gatorade and Powerade hold a significant portion of the market, but others like A SHOC and X2 Performance are gaining steam. 

X2 raised $16 million in July from a group including New York Giants running back Saquon Barkley and the private equity firm backed by LVMH. A SHOC’s ambassador portfolio includes SLS champion Paul Rodriguez and NASCAR Cup Series winner Chase Elliott.

The industry could reach $32.6 billion by 2026.

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