The Auto Channel
The Largest Independent Automotive Research Resource
The Largest Independent Automotive Research Resource
Official Website of the New Car Buyer

ATLANTIC: Michael Todd David Signs with Water Joe

26 March 1998

CORONA, Calif. Water Joe, the worlds first caffeine enhanced spring water, and PDR Enterprises have announced details of a new sponsorship alliance for PDRs 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 doesnt stain your teeth, stain your clothes, or give you bad breath. I cant 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 Joes efforts in the motorsports industry. Water Joe teamed with PDR Enterprises in the final four races of last years 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 Joes 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 Americas premier open-wheel development series," said driver Michael T. David. "Atlantics new sanctioning by the CART FedEx Championship Series and the explosive growth of open-wheel formula style racing in the 90s 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 PDRs revised web site, 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.