Amp Energy was the title sponsor for the inaugural NHL Winter Classic outdoor game on New Year's Day 2008.
Amp Energy sponsored Kevin Lepage's No. 61 Peak Fitness Racing Ford for the 2006 Daytona 500. In 2008, Amp Energy began sponsoring NASCAR Sprint Cup Series driver Dale Earnhardt Jr. and his No. 88 car.[12] In 2009, Amp Energy released Tradin’ Paint, a limited edition Earnhardt Jr.-themed energy drink which was a combination of three flavors: orange, lime and berry. The product was available in 16-ounce cans and featured the same paint scheme as Hendrick Motorsports’ No. 88 Amp Energy/National Guard Chevrolet.[13] In late 2011, PepsiCo withdrew its Amp Energy sponsorship, replacing it with Diet Mountain Dew.[14]
PepsiCo has sponsored the Talladega Superspeedway race for multiple years, resulting in the race being titled the "Amp Energy 500" in 2008 and 2009, and the "AMP Energy Juice 500" in 2010. In October 2010, Amp Energy Juice produced a short film about Talladega Superspeedway titled The Legend of Hallowdega which starred David Arquette, directed by Terry Gilliam and included appearances by Dale Earnhardt Jr. and Darrell Waltrip.[15] The sponsorship ended in 2011 as the race is now known as the Yellawood 500.
Amp Energy sponsors a snowboard team which includes athletes Mason Aguirre, Keir Dillon, Kevin Pearce, Jack Mitrani, Luke Mitrani and Scotty Lago.[16] In 2009, Amp Energy joined Burton Snowboards to sponsor the 27th Annual US Open Snowboarding Championships at Stratton Mountain in Vermont. Other snowboarding events in which Amp Energy is a primary sponsor include the Burton Am Series, Burton Demo Tour, Burton World Tour, and the Canadian Open Snowboarding Championships.[17]
A 2009 promotion involved graphic designers, musicians and artists creating custom Amp-branded refrigerators which were placed in designers' homes and retail stores that included Crooks and Castles, Rogue Status, Huf Clothing and Reed Space. Designers that participated in the promotion included Topher Chin, Steve Aoki, Omar Epps and Han Cholo. According to Women’s Wear Daily, this initiative was carried out “as part of Pepsi's bid to recast the image of its Amp Energy drink as the beverage of choice for the fashion, art and lifestyle crowd.”[18] In 2010, Amp Energy became the official energy drink of the World Extreme Cagefighting (WEC) series, before the WEC went defunct in the same year. It is also the sponsor of UFC athletes Urijah Faber, Chad Mendes and Joseph Benavidez.[19]
