NASCAR Cup: Monster Energy new series sponsor
Photo courtesy of Getty Images for NASCAR
By AMANDA VINCENT
NASCAR and Monster Energy announced on Thursday a multi-year agreement for the energy drink company to become the title sponsor of NASCAR’s premier series, beginning Jan. 1.
“Monster Energy is a brand built on excitement and enthusiasm, qualities that align with NASCAR,” NASCAR Chairman and CEO Brian France said. “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 already sponsors other motorsports series, teams and drivers, including the No. 41 Stewart-Haas Racing entry driven by Kurt Busch. That sponsorship will remain in place.
“Monster Energy has an established and versatile history in motorsports, and we’re thrilled to take this historic next step,” Monster Beverage Chairman and CEO Rodney Sacks said. “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.”
Although Monster Energy has been officially announced as the title sponsor of the premier series, and exact name has not. Speculation has the word “Cup” possibly being dropped from the series name. “Cup” has been a part of the series name since Winston sponsorship began in the early 1970s.
The most recent series sponsor, Sprint, announced late in 2014 that it would not continue as the title sponsor of NASCAR’s top series beyond the 2016 season. Replacement Monster Energy is the third title sponsor of the series, following Winston and Nextel/Sprint.
As part of the agreement between Monster Energy and NASCAR, Monster Energy becomes the Official Energy Drink of NASCAR and is the sponsor of the yearly All-Star Race at Charlotte (N.C.) Motor Speedway.
Energy drink companies already sponsoring race teams will be able to remain in the series in their existing capacity, but they will not be able to increase their identities in the sport and competitors of Monster Energy not already with a presence in the series will not be allowed to begin sponsorship of a race team.