Thursday, December 01, 2016

IT'S OFFICIAL: Monster Energy To Back NASCAR's Premier Series

NASCAR and Monster Energy have announced a multi-year agreement that will make Monster the entitlement sponsor of the premier series, as well as the annual NASCAR All-Star Race. Monster Energy, which will begin its tenure as naming rights partner on Jan. 1, 2017, will become only the third company to serve as the entitlement sponsor in NASCAR premier series history, following RJ Reynolds and Sprint/Nextel.

As part of the agreement, the brand also becomes the Official Energy Drink of NASCAR.

“Monster Energy is a brand built on excitement and enthusiasm, qualities that align with NASCAR,” said Brian France, NASCAR Chairman and CEO. “This sponsorship position is the most unique in all of sports and entertainment, and we are thrilled to have a partner that will help us further elevate the series. Today’s announcement is the culmination of a thorough search, one that resulted in the right partner at this important time in our sport’s history.”


“Monster Energy has an established and versatile history in motorsports, and we’re thrilled to take this historic next step,” said Rodney Sacks, Monster Beverage Chairman and CEO. “We feel strongly that our brand is a perfect fit for this sport and its star athletes. We look forward to interacting with the millions of passionate NASCAR fans week-in, week out.”

17 comments:

  1. Wow, must be a lot of markup in energy drinks (like we didn't already know). As title sponsor I hope they bring some new thinking to a sport that could use some refreshing.

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  2. Anonymous10:23 AM

    Are they going to ban other energy drinks from sponsoring teams as Sprint did? As 5 Hour Energy, Gatoraide, etc

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  3. Bad timing on NASCAR's part (although some of it maybe out of their control).

    The best time to be signing up a new sponsor is when the series is riding a wave of popularity, that gives all the leverage to NASCAR. The worst time is when attendance is declining and viewership is dropping.

    NASCAR will never admit it, but they probably had to give away the house to find a Cup sponsor.

    I also wonder if this means the end to any Pepsi sponsorship in the Cup series. Back when Nextel came into Cup, Roger Penske and Richard Childress were forced to give up lucrative team sponsorship deals because their sponsors were competitors of Nextel.

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    1. The best time to buy something is when you need it. The best time to sign a new sponsor is when the old one leaves. And as they explained in the press conference on Thursday, Coca-Cola is a MINORITY shareholder in Monster. They are not a decision marker, and I doubt Monster's presence will have any effect on Pepsi.

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  4. Anonymous1:37 PM

    DRINK MORE MONSTER. I think we have the Busch brothers to thank for opening the door for Monster and making them realize that the sport is still viable and with their help attract the Millennial fans NASCAR lusts after.

    JAvaKona

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    1. Monster only supports goiid drivers! Here's to them!

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  5. I will never understand why a person needs that stuff. Just get out of bed and get at it.

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    1. Nah, that just makes too much sense. ;-)

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  6. Xfinity signs a 10 year deal for 200 million or 20 million a year, Monster signs a 2 year deal for 40 million or 20 million a year, is it just me or does anybody else see the writing on the wall as to what a total embarrassment France has come to be for the "Premier" Series? Xfinity is being ripped off! France must go!

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    1. You read it on the internet, so it must be true...

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    2. Well, purses were already cut this year, and now with only 20 million coming in from Monster next year, I guess France will not have any money to pay off the owners anymore like he did to make the Race Alliance Committee or whatever it was called just all of the sudden disappear! France must go!

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    3. The RTA (or whatever) did not disappear. It is still working dilligently on a number of projects to help team owners save money. Please have some idea what you're talking about, before you post.

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  7. Lets see, 40 million is equal to about 4% of a Billion! Congrats Mr. France! Xfinity should be asking for a 100 million rebate! Desperation premier series last minute embarrassing deal, double declining numbers in TV ratings, tracks removing seats so they do not have to cover them up to hide how many seats are being disguised as advertisement, no more sold out races I mean what more proof is needed for Mr. France to get out of his state of denial? He is absolutely just killing the sport all by his lonesome! He is a total embarrassment to the sport! France must go!


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  8. Come on Dave, post my last two posts! Or are you all part of the overall denial syndrome??

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    1. Not in denial at all, Lite. Just busy enough that I approve comments once a day, instead of on your schedule. I'm guessing the world survived alright without knowing your opinion for a few hours! LOL

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  9. Ok, I will take that! But I hope everybody takes off their rose colored glasses real soon before it gets too late! 75m a year to 20m a year is going to hurt tremendously! Please document all the negative results of this embarrassing last minute premier series sponsorship!

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    1. Your numbers are inaccurate. Not everything you see on the internet is true.

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