BAR, Sato partnership with Asahi

Lucky Strike B*A*R Honda, Takuma Sato and Asahi Soft Drinks Co. Ltd. have today announced a partnership that will see all parties working to develop a new re-hydration sports drink. Asahi Soft Drinks are planning to launch the product, the first...

Lucky Strike B*A*R Honda, Takuma Sato and Asahi Soft Drinks Co. Ltd. have today announced a partnership that will see all parties working to develop a new re-hydration sports drink. Asahi Soft Drinks are planning to launch the product, the first to be developed in conjunction with Formula One in Japan, in Spring 2005.

Formula One racing is a rigorous sport, requiring not only sheer physical strength, but also the capability to maintain concentration for long periods of time. Racing drivers can lose approximately 2 to 3 litres of fluid during a Grand Prix, making re-hydration a vital issue.

Utilising Takuma Sato's experience gained as an F1 driver with B*A*R Honda and Asahi Soft Drinks' expertise in drinks development, the new sports drink will initially be launched in conventional bottles and ring-pull cans. The company will also develop a powder version suitable for use by other sporting athletes.

An important factor for Asahi Soft Drinks was 'the challenging spirit' of the B*A*R Honda team and Takuma Sato, an ethos that closely matches the company's own corporate philosophy. Both partners see this as an opportunity to explore and develop a longer-term relationship.

"I am very happy to be working so closely with Asahi Soft Drinks to create a new brand of sports drink," says Takuma Sato. "This is a great opportunity for us to work together to create a product that will help me and other sports people to perform at the highest level and also become a favourite with the public. Asahi Soft Drinks has a fantastic reputation for quality products, so I am very much looking forward to this association."

The agreement not only sees the co-development of the new sports product, but also its exclusive use by the B*A*R Honda team, the team's support of its sales and promotional activities and on-car and driver branding.

Nick Fry, B*A*R Honda Chief Executive Officer, comments: "We are very proud to have secured this partnership with the prestigious Asahi brand. Asahi Soft Drinks has a serious product development programme in place with Taku and our team is looking forward to using the output! For the second year in succession, B*A*R Honda has been the most improved team in Formula One. I am sure that next year we will continue to build performance on-track and give the fans exciting racing."

Mr. Hitoshi Ogita, President of Asahi Soft Drinks adds: "I am very pleased that we have established the partnership with B*A*R Honda and its driver, Takuma Sato, both active in Formula One racing this year. Winning assistance from the partners who share the challenging spirit, we will take on challenges again next year."

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About this article
Series Formula 1
Drivers Takuma Sato , Nick Fry