Tha Sports Junkies 101

Monster Energy Announced As NASCAR Cup Series Entitlement Sponsor


For only the third time in the sport’s history, NASCAR announced a new entitlement for it’s premier series Thursday in Las Vegas.

Monster Energy has signed on to become the CUP Series new sponsor starting next season. This comes after Sprint ended it’s relationship at the conclusion of the 2016 season. Monster Energy has already key sponsorships/endorsements around the world, including NASCAR driver Kurt Busch and golfer Tiger Woods. But, this trumps them all.

“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 has built its brand on racing and motorsports, and NASCAR is the pinnacle of motorsports in America,” said Mitch Covington, vice president of sports marketing at Monster Beverage Company. “It’s American racing; we’re an American brand that’s a global company, and NASCAR is, too. When the opportunity came along to further associate yourself with a sport like NASCAR, it was the perfect fit for us. NASCAR is just a hard-hitting, close-racing, fun property to be associated with.”

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Along with naming rights to NASCAR’s top series, Monster Energy will also hold race sponsorship to the NASCAR All-Star Race and become the Official Energy Drink of NASCAR. Additionally, the energy drink brand will continue to sponsor Stewart-Haas Racing’s #41 Ford of Kurt Busch and most of it’s sponsorships will not be effected by the new entitlement deal.

One of the biggest parts of the deal was sponsor activation, which Monster has gained notoriety for through it’s other sponsorship deals without the use of TV or radio advertising and instead using social media as an advertising/promotion outlet.

“We have the good fortune of finding a brand that we believe works for our sport,” Steve Phelps, NASCAR executive vice president and chief global sales and marketing office said. “They’re going to bring their lifestyle to their activation. They’re going to bring their brand, their excitement, their energy to this partnership, and the fans are going to be the winners. It’s all about engaging the fans and having the fans have unique, fun experiences whether at the race track or through different mediums, through social, digital, content.”

One of the biggest questions in the press conference though, was series name. Rumors have been flying for weeks that the series name may no longer contain the word “CUP” with a new sponsor. NASCAR or Monster wouldn’t comment on that today, but will announce the series name at another time.