NASCAR Announces Multi-Year Partnership with Monster Energy for Premier Series Entitlement
Brand Becomes Official Energy Drink of NASCAR, NASCAR All-Star Race Title Sponsor
DAYTONA BEACH, Fla. (December 1, 2016) — NASCAR and Monster Energy announced today a multi-year agreement for the premier series entitlement as well as the prestigious annual NASCAR All-Star Race. Monster Energy, which will begin its tenure as naming rights partner on Jan. 1, 2017, will become only the third company to serve as the entitlement sponsor in NASCAR premier series history, following RJ Reynolds and Sprint/Nextel.
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.”
NASCAR premier series races long have been a bucket-list destination for sports fans throughout the country, and starting next season, Monster Energy will elevate the event experience to an even higher level. As part of the agreement, Monster Energy will engage with fans in creative, innovative ways at all race tracks where the premier series will race.
“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.”
The National Association for Stock Car Auto Racing, Inc. (NASCAR) is the sanctioning body for the No. 1 form of motorsports in the United States. NASCAR consists of three national series (NASCAR’s premier series, NASCAR XFINITY Series™, and NASCAR Camping World Truck Series™), four regional series, one local grassroots series and three international series. The International Motor Sports Association™ (IMSA®) governs the IMSA WeatherTech SportsCar Championship™, the premier U.S. sports car series. Based in Daytona Beach, Fla., with offices in eight cities across North America, NASCAR sanctions more than 1,200 races in more than 30 U.S. states, Canada, Mexico and Europe. For more information visit www.NASCAR.com and www.IMSA.com, and follow NASCAR on Facebook, Twitter, Instagram, and Snapchat (‘NASCAR’). For race tickets, visit www.NASCAR.com/tickets.
About Monster Beverage Corporation
Based in Corona, California, Monster Beverage Corporation is a holding company and conducts no operating business except through its consolidated subsidiaries. The Company’s subsidiaries develop and market energy drinks, including Monster Energy® energy drinks, Monster Energy Extra Strength Nitrous Technology® energy drinks, Java Monster® non-carbonated coffee + energy drinks, Monster Rehab® non-carbonated energy drinks with electrolytes, Muscle Monster® Energy Shakes, Übermonster® energy drinks, NOS® energy drinks, Full Throttle® energy drinks, Burn® energy drinks, Samurai® energy drinks, Relentless® energy drinks, Mother® energy drinks, Power Play® energy drinks, BU® energy drinks, Nalu® energy drinks, BPM® energy drinks, Gladiator® energy drinks, and Ultra® energy drinks. The Company’s subsidiaries also develop and market MutantTM Super Soda. For more information, visitwww.monsterbevcorp.com.
NASCAR Integrated Marketing Communications