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NASCAR Announces Monster Energy As The Premier Series Entitlement Partner

NASCAR Announces Monster Energy As The Premier Series Entitlement Partner

by December 1, 2016 0 comments

LAS VEGAS, Nev. – On Thursday at the Wynn Las Vegas, NASCAR announced that Monster Energy will be the premier series entitlement partner for the 2017 season and beyond.

Following the 2016 season, speculation began to arise on what company would replace Sprint. On Thursday at 4:45 p.m. ET during a press conference, that question was answered, and now Monster Energy will follow RJ Reynolds and Nextel/Sprint as only the third entitlement partner of NASCAR’s top series.

“We view this as a rare opportunity that doesn’t come along every day,” said Chief Marketing Officer or Monster Energy, Mark Hall. “It’s not ‑‑ it’s two sponsors in 30‑plus years that have been in this position, and if you would have asked me five years ago if I’ve ever contemplated something like this, the answer would be never in a million years, but it’s a rare and unique opportunity to be associated with a premier professional sport, to be closely partnered with that sport, and to work together to build both of our brands, and that’s what we ‑‑ that’s our intent, and we’re going to work very hard to do that.”

The announcement only shed light on a few aspects of the partnership. NASCAR Chairman and CEO, Brian France said that the multiyear partnership has options. A logo has yet to be unveiled, and the name of the series hasn’t been announced; however, Monster Energy will be the Official Energy Drink of NASCAR and will sponsor the annual All-Star Race that’s held in May at Charlotte Motor Speedway.

“The All-Star Race has historically produced some of the most intense, adrenaline-fueled racing of the season, paired with unforgettable concerts and entertainment off the track,” said Charlotte Motor Speedway President and General Manager, Marcus Smith. “With the event now connected to Monster Energy, race fans will have even more to get excited about when it comes to the biggest all-star event in professional sports. We’re going to work right now with Monster and NASCAR to kick off the 10 Days of NASCAR Thunder at Charlotte with a spectacle unlike any other on May 20.

“2017 will be a landmark year in the illustrious history of Charlotte Motor Speedway, and the fans better get ready for some announcements in the near future that will set the stage for entertainment like they’ve never experienced before.”

Monster Energy is certainly not a new partner to the motorsports industry or even NASCAR. The energy drink company has sponsored various drivers throughout the past few years, most notably Kurt Busch in the NASCAR premier series and Kyle Busch in the NASCAR XFINITY Series. France believes that Monster Energy will be able to reach out to the younger audience, particularly the millennial generation.

“The reality for how impactful they are and what they can do differently is obviously they’re an edgy brand,” France said. “They’re a fun brand. They get at a millennial audience in a different way clearly than we’ve ever been associated with, particularly at this level, and they know what they’re doing. This is their DNA. This is not something they’re rolling into, and frankly even Sprint and Nextel before them, this is motorsports and the level of commitment, that was all new to them. That took a while for them to get sorted out, how do you interact with a fan base, how do you activate at the track, how do you do media, how do you do all those things. They ended up being very good at it, but these guys are ready on day one, and even though it’s December and a bit late in the game, you know, they have the activation tools, the plans and the people. They do it all in house.”

Although many details about the partnership are unknown at this point, but one thing is for certain: NASCAR’s newest entitlement sponsor will bring fun to the racetrack. Monster Energy is independently owned and has Coca-Cola as a distribution partner; however, the decision to sponsor the NASCAR premier series was Monster Energy’s, only. The brand wants to bring an entirely new energy to NASCAR.

“We also want to bring some good shows and entertainment for NASCAR fans so they can interact with our brand and understand what our culture is all about, so when they leave the racetrack on Sunday they’ve had an experience,” said Vice President of Sports Marketing for Monster Energy, Mitch Covington. “Of course they will have met the fabulous Monster Energy girls. We’re going to have a lot of fun at NASCAR, both in the parking lot and inside the oval.”

Photo Credit: Jonathan Ferrey/Getty Images

Hunter Thomas
Hunter Thomas is a journalist who grew up in Darlington, S.C. His first motorsports-based endeavor was working as the Public Relations Director at Dillon Motor Speedway in Dillon, S.C., and his journalism start came while he was freelancing at his hometown newspaper, the News & Press while in college.

Hunter has been working within the NASCAR industry since 2010, and throughout the years, he has done everything from PR/Marketing for drivers and teams in the NASCAR Sprint Cup Series, NASCAR XFINITY Series and NASCAR Camping World Truck Series, to working at Rockingham Speedway. As a journalist, Hunter has covered everything from regional short tracks to NASCAR, ARCA Racing Series, World of Outlaws, Red Bull Global Rallycross, NHRA and much more.

Follow Hunter Thomas on Twitter by following, @HunterThomas08

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