NASCAR’s premier Cup class will be backed by Monster Energy drinks in a colossal multi-year deal from January 1.
While no specifics were given about the level of investment or the length of the contract, it is understood that the deal is unprecedented in the history of America’s signature stock car series.
The energy drink giant takes over from Sprint which had naming rights from 2008 after Nextel took over from 2003-2007 following a long period from 1971 where NASCAR carried the Winston Cup moniker.
“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.”
Naming rights sponsorship in NASCAR is the biggest leap Monster has taken over and above the existing deals with a number of motorsport bodies, athletes and teams.
“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 has also confirmed it will continue to sponsor Stewart-Haas Racing’s No. 41 car.
VIDEO: The Monster NASCAR announcement
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