Drinks brand Active O2 join Sauber

Active O2
By Phil Huff
December 6 2002

Sauber Petronas and Adelholzener Alpenquellen have concluded a marketing partnership agreement, which will take effect in January 2003.

Germany's Adelholzener will gain marketing rights and services from Sauber Petronas. The team's race car transporters and pit box partition walls will carry the 'Active 02' logo. Adelholzener Alpenquellen will supply the team with their oxygenated mineral water 'Active O2', as well as with the apple drink 'Active O2 Sport Apfel', which is apparently very popular with young and sporty people in Germany. Extensive research shows that Active O2 provides internal organs with extra oxygen.

Team Principal Peter Sauber said "We are looking forward to working with Adelholzener Alpenquellen. Our team provides an ideal platform for Adelholzener Alpenquellen to promote 'Active O2' internationally."

"By entering the fascinating world of Formula One, we would like to create a connection between our oxygenated mineral water 'Active O2' and the attributes of Formula One: high-technology, innovation and emotion," explained Stefan Hoechter, Managing Director of Adelholzener Alpenquellen. "Formula One and, in particular, Team Sauber Petronas will play an important role in our future marketing strategy."

Sauber Speak feels this could mark the end of the Red Bull sponsorship, as Active O2 must be seen as a direct competitor to the Red Bull brand.