NASCAR Sprint-Cup Series
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CUP: Robby Gordon Creates Energy Drink
Robby Gordon seeks to generate revenue for Robby Gordon Motorsports...
Bob Pockrass  | http://www.scenedaily.com  |  Posted October 29, 2010   Talladega, AL
Robby Gordon, NASCAR Sprint Cup Series driver/owner will produce his own energy drink called Speed Energy. (Photo: LAT Photographic)
Robby Gordon has created an energy drink company that he hopes will generate enough revenue to sponsor his Robby Gordon Motorsports race team.

Gordon unveiled plans for the company, Speed Energy, Friday at Talladega Superspeedway.

Gordon wouldn’t commit to running all the Sprint Cup races next year but said he personally will run the first five as well as the “fun” events in big markets.

Gordon, whose team is 34th in the owner standings, said he plans to run in the Indianapolis 500 as well as off-road events such as the Dakar Rally.

“Running a 36-race schedule doesn’t work for Robby Gordon,” said Gordon, who will drive the final three races of 2010 for his team. “It’s over as far as that goes. We’re going to have a lot of fun. We’ll show up and race NASCAR. NASCAR is something I want to do.

“We’re going to win races again. I’m very frustrated about the performance of our program.”

Part of his frustration stems from being underfunded. He hopes the energy drink helps generate more sponsorship money for his race team. The energy drink’s name goes along with Gordon’s website, Speedfactory.tv, that shows video clips of his race team’s preparation for events. He said distribution of the drink should begin soon. The drink currently is being bottled in the Charlotte area.

Longtime Gordon attorney Steven Nichols will be an owner of the drink company along with Gordon, who has represented Red Bull and Monster energy drinks in the past.

“I understand this marketplace really well,” Gordon said. “I know what we need to do. My life is about speed, and that’s what we do. The product is similar but different than the others, but at the same time, we did it with the highest quality we could possibly do in every part of the manufacturing side of it.

“You’ll see through our marketing program, it definitely will be an extreme motorsports marketing plan that will take this brand on.”

Gordon said he has invested millions of dollars into the energy drink but wouldn’t disclose specific costs. He made the announcement outside his team hauler at Talladega, whose race this weekend is sponsored by Amp Energy.

“We’re going to sell [so much] product that you’re going to shake your head wondering how it happened,” Gordon said. “It’s so easy for me to promote this brand. It’s our brand. It’s about a lifestyle that so many people dream about going fast.”

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