On Thursday, NASCAR announced that its the new series sponsor, for its top tier series will be Monster Energy.
The length, terms and just how much Monster have put towards NASCAR were not disclosed, however, both parties hailed the deal as very fitting 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 is no stranger to motorsport, already sponsoring several events and teams, having been in NASCAR itself before, sponsoring Ricky Carmichael, Kyle Busch and most recently, Kurt Busch.
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.