 In 2016 Hype Energy Drinks started their involvement within the video game industry by sponsoring European leading eSports organisation Epsilon eSports.Now, in 2018, following the rise of Formula One eSports Series Hype Energy Drinks became the official title sponsor of Sahara Force India's F1 eSports Organisation, Hype Energy eForce India.Hype Energy was first developed in 1993 by Ashley Roy, Nigel Spiro, and Andrew Barshall and backed by Hard Rock Cafe founder, Barry Cox.