Monster Energy officially announced as sponsor of NASCAR’s top touring series


3y ago


For the fourth time in its history, the top touring series in NASCAR has gained a new presenting sponsor and has a new name. However, that new name for the series won’t be known for several weeks.

Monster Beverage Corporation was announced as the new series sponsor Thursday during a press conference in Las Vegas led by NASCAR chairman Brian France. Monster Energy will begin its tenure as naming rights partner on Jan. 1, 2017. The multi-year agreement is for the premier series entitlement as well as the annual NASCAR All-Star Race. 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.”

France said the exact name and composite logo for the series is still being worked on and will be announced in the coming weeks.

“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.”

Monster Energy was an associate sponsor for driver Robby Gordon in 2007. They currently sponsor Stewart-Haas Racing driver Kurt Busch.

Monster Energy is currently the title for AMA Supercross. They also have a presence in motorsports ranging from Formula 1, MotoGP, NHRA Australian Supercars, rallycross, drifting, and several areas of off-road racing including the Baja 1000 and Dakar Rally.

The top tier touring Series was known as the NASCAR Grand National Series until 1972, when R.J Reynolds tobacco company took over sponsorship. The series became the NASCAR Winston Cup Grand National Division and the series yearly national championship title the NASCAR Winston Cup. That partnership remained until 2003 when the Federal government began restricting activities tobacco companies could do in terms of marketing.

Telecommunications company NEXTEL took over the title sponsorship starting in 2003, and from 2004 until 2008 the top tier was known as the NASCAR NEXTEL Series. NEXTEL merged with Sprint in 2006 and starting in 2008, the top tier became the NASCAR Sprint Cup series. Sprint announced in 2014 that they would not be the entitlement sponsor beyond the 2016 season.

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