WATER JOE AND PDR ENTERPRISES ANNOUNCE SPONSORSHIP AGREEMENT FOR 1998 ATLANTIC CAMPAIGN CORONA, Calif. (March 25) – Water Joe, the world’s first cfeine enhanced spring water, and PDR...

WATER JOE AND PDR ENTERPRISES ANNOUNCE SPONSORSHIP AGREEMENT FOR 1998 ATLANTIC CAMPAIGN

CORONA, Calif. (March 25) – Water Joe, the world’s first cfeine enhanced spring water, and PDR Enterprises have announced details of a new sponsorship alliance for PDR’s 1998 KOOL/Toyota Atlantic Championship campaign and its driver/co-owner Michael Todd David.

The announcement was made today by PDR Marketing & Promotions Manager Mick Long, and David Holdener, president of Water Concepts LLC, of South Barrington, Ill., the parent company of the Water Joe brand.

"We learned firsthand last season that the high level of brand loyalty among race fans has made racing a premier venue for consumer product exposure," said Holdener. "Water Joe is a refreshing coffee-cola alternative but without any of the negatives. It doesn’t stain your teeth, stain your clothes, or give you bad breath. I can’t think of a better arena to showcase Water Joe than in motorsports."

The Atlantic championship, which is celebrating its Silver Anniversary season, is an expansion of Water Joe’s efforts in the motorsports industry. Water Joe teamed with PDR Enterprises in the final four races of last year’s Atlantic championship beginning with round nine at Mid-Ohio. It also aligned itself with other sporting events including the U.S. Olympic Biking Team time trials. PDR Enterprises and its 1998 Atlantic campaign will expand Water Joe’s brand awareness through an aggressive marketing and customer entertainment program.

"We are extremely pleased to expand our partnership with Water Joe and provide them with the advertising platform that comes from racing in North America’s premier open-wheel development series," said driver Michael T. David. "Atlantic’s new sanctioning by the CART FedEx Championship Series and the explosive growth of open-wheel formula style racing in the 90’s almost guarantees a tremendous new customer base for Water Joe."

PDR Enterprises was established in 1994 as a year round professional motorsports operation whose strategic business plan includes expanding into a multi-car team, and to place a team into the CART FedEx Championship Series by the year 2000. Race results, team, sponsor, and driver updates may be viewed on the PDR’s revised web sit at:

http://www.pdrmotorsports.com

The 13-race KOOL/Toyota Atlantic Championship begins its 25th season of competition at the Toyota Grand Prix of Long Beach, on Saturday, April 4, 1998. For more information about Water Joe, visit its web site at:

http://www.waterjoe.com

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Series Atlantic