Monster EnergyDecember 1, 2016

Staff Report
NASCAR Wire Service

LAS VEGAS – NASCAR announced on Thursday at Wynn Las Vegas a multi-year deal that will make Monster Energy only the third entitlement sponsor in premier series history.

The length and terms of the deal were not disclosed, but both parties hailed the partnership as the perfect fit for both brands.

“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 existing sponsorships with a number of motorsports sanctioning bodies, athletes and teams, but the NASCAR deal signals the biggest sponsorship step in the company’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.”

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. Monster Energy also said it will continue to sponsor Stewart-Haas Racing’s No. 41 car.

Thursday’s announcement is the culmination of a lengthy and thorough search by NASCAR to find the successor to Sprint, whose entitlement sponsorship will end on December 31, 2016.

Steve Phelps, NASCAR executive vice president and chief global sales and marketing officer, said that the sanctioning body spoke with numerous companies throughout the process, ultimately choosing Monster Energy for a number of reasons, not the least of which was its lifestyle culture.

“We have the good fortune of finding a brand that we believe works for our sport,” Phelps 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 racetrack or through different mediums, through social, digital, content.”

Phelps said a number of ancillary details will be announced in the coming weeks. Among those still under discussion is the name of the series, the series mark and the championship trophy.

Under the agreement, energy drink sponsors already involved in NASCAR may remain in place. Potential sponsors from the energy drink category will not be eligible for future sponsorship if not already involved in the sport.

Kurt Busch Back with Stewart-Haas Racing
with Backing from Monster Energy
Monster Energy To Serve as Co-Primary Sponsor with Haas Automation of No. 41 Team

KANNAPOLIS, N.C. (Oct. 21, 2015) – Monster Energy is moving to the NASCAR Sprint Cup Series while Kurt Busch is staying at Stewart-Haas Racing (SHR). The energy drink manufacturer has teamed with Busch in a multiyear agreement that will see Monster Energy co-sponsor him and the No. 41 Chevrolet SS with Haas Automation, the largest CNC machine tool builder in North America.

Busch, the 2004 Sprint Cup champion and owner of 27 career victories, will debut this new sponsorship during the Oct. 30-Nov. 1 Sprint Cup race weekend at Martinsville (Va.) Speedway. The No. 41 Monster Energy/Haas Automation Chevrolet SS will then become a fixture beginning with the 2016 season, whereupon Monster Energy will be the alpha sponsor (hood) for 17 races and the bravo sponsor (quarter panel) for 18 races with one full primary race sponsorship.

“I’m very happy to be back with Stewart-Haas Racing and proud to take Monster Energy to the Sprint Cup Series,” said Busch, who has won three races and three poles since joining SHR in 2014. “This is exactly where I want to be and I have two partners who want to win as much as I do.”

Monster Energy passes on traditional forms of advertising and instead earns significant brand exposure through its roster of extreme athletes. Busch, renown for a tenacious driving style that has earned him multiple wins in a Sprint Cup career spanning more than 15 years, fits the bill for Monster Energy.

“Kurt Busch has been a member of the Monster Energy team since 2012 and we’re very happy to take his involvement with us to a whole new level,” said Mitch Covington, vice president of sports marketing, Monster Energy. “The NASCAR Sprint Cup Series is the premiere form of stock-car racing in North America and it’s exactly where we want to be. Kurt and everyone at Stewart-Haas Racing are racers. They walk the walk, just like Monster Energy.”

SHR is the championship-winning Sprint Cup team co-owned by Tony Stewart and Gene Haas. Stewart is a three-time Sprint Cup champion with 48 career victories. Haas is the founder of Haas Automation. Since its inception in 2009, the team has won two titles (2011 and 2014), 30 races and 26 poles. With this new agreement, Monster Energy becomes the official energy drink of SHR.

“I’ve always respected Kurt’s talent and determination, and I’m glad it’s staying at Stewart-Haas Racing,” Stewart said. “Kurt can win at every racetrack we visit, and his feedback and attention to detail make our entire organization better.”

“Kurt Busch gives us the opportunity to win races every week and contend for a championship every year,” Haas added. “This is an organization built on winning, and Haas Automation is a company built on performance. Kurt embodies each of those qualities, and it’s why we invest in his abilities.”

“I can’t thank Gene Haas and Tony Stewart enough for the opportunity to be a part of this team,” Busch said. “We’ve accomplished a lot in our two years together, but there’s so much more I want to do for them, for Haas Automation and for Monster Energy. It’s great knowing we’ll be able to keep the momentum we have and extend it into next year and beyond.”

2013 Bristol1 March Sam Hornish Jr On GridJoe Gibbs Racing Announces Sam Hornish, Jr. To Drive No. 54 Monster Energy Toyota
For Seven NASCAR Nationwide Series Races in 2014

HUNTERSVILLE, N.C. (January 6, 2014) – Joe Gibbs Racing (JGR) announces today that it has signed driver Sam Hornish, Jr. to drive the No. 54 Monster Energy Toyota in seven NASCAR Nationwide Series races in 2014. Continue reading “Sam Hornish Jr. Nabs 7 Races In JGR #54 Monster Energy Toyota”

Busch Brothers Join World Class Lineup of Monster Athletes to Announce Joining Monster Energy Team

A collection of world class Monster Energy action sports athletes welcomed Kyle and Kurt Busch to the Monster Energy team today with the announcement of a multi-year agreement as primary sponsor of the team’s No. 54 Monster Energy Camry in the NASCAR Nationwide Series for Kyle Busch Motorsports.

With multi-time X Games and Dew Tour Champion Jamie Bestwick serving as announcer, a freestyle moto-x demo kicked things off at the headquarters of team owner Kyle Busch’s race shop. “It’s great to have the Busch brothers join the Monster team and be wearing the Claw – they have the right attitude for Monster, and they’re proven winners, which is what Monster is all about,” said Bestwick, who was joined in the announcement by a lineup including seven-time Supercross Champion Jeremy McGrath, multifold Freestyle Motocross X Games Medalists Jeremy “Twitch” Stenberg, Kyle Loza and Adam Jones, off-road champion Johnny Greaves and BMX legend Dave Mirra in making the announcment in front a slack-jawed platoon of NASCAR media members who very likely saw moto-x backflips live for the first time in person.

Continue reading “Photos: Busch Brothers #54 Monster Energy Camry Paint Scheme”

Busch Brothers and MONSTER ENERGY
A MONSTER Partnership Fit for a Championship
MOORESVILLE, N.C. (January 19, 2012) – Kyle Busch Motorsports (KBM) announced today that it has signed a multi-year agreement with Monster Energy Company as primary sponsor of the team’s No. 54 Monster Energy Camry in the NASCAR Nationwide Series. Team owner Kyle Busch, the all-time race winning driver in the history of the NASCAR Nationwide Series, will share driving duties with his brother Kurt Busch, the 2004 NASCAR Sprint Cup Series Champion.

Continue reading “Kyle and Kurt Busch sharing #54 KBM Monster Energy ride”