Originally launched in 1994 by the founder of the Hard Rock Café, Hype Energy was heavily involved in motor-sport in its early years; first by sponsoring the Arrows Formula One team and subsequently Benetton F1, Williams F1, a NASCAR outfit and several motorbike teams. Associated with the Formula One party lifestyle and with a strong presence in the paddock, Hype Energy committed huge funds to sponsorship in order to achieve global recognition and establish worldwide distribution.
In 2000, former international Sportsman, Formula One racing driver and 24 Hours of Le Mans winner, Mr. Bertrand Gachot, took over and restructured the company to make it the success it is today. The Hype Energy range now includes Hype Energy MFP, MFP Sugar Free, UP, Enlite, MOJITO, AfterDark and 60mL Shot. Hype Energy drinks are currently available in over 45 countries, with trademarks registered in more than 145 countries. The company head offices are located in Dubai, with branches in Europe and the USA.
Hype Energy remains one of the top energy drink companies in the world with the best flavors made from premium ingredients.