Thursday in Las Vegas, NASCAR announced that Monster Energy will become the sanctioning body’s Premier Series sponsor, All-Star Race title sponsor and official energy drink in 2017 and beyond.
Five quick takeaways from the new agreement.
5. Monster is a fun, edgy brand
Let’s be honest here, NASCAR can benefit — a lot — from an energetic, involved brand. Auto racing sponsorship is a core business of Monster Energy and they are really, really good at making big events come alive. NASCAR needs that right now.
4.Down to the wire
It took nearly two years from the time Sprint announced it was pulling out of NASCAR before a replacement was named. Given that the Daytona 500 is just 87 days away and given that there’s no new name, logo or trophy for the Monster-backed series yet, it’s obvious this deal came together at the wire. That’s not a bad thing, though, if it’s a good fit. And at first blush it sure looks like it.
3.Monster isn’t cutting elsewhere
Monster Energy will continue to support its existing sports marketing deals, including Supercross and the sponsorship of Kurt Busch’s car. The fact that they aren’t whacking back other deals shows they are good at this, know what they’re doing and have a formula that works.
2.Young fans, come on down
NASCAR is dire need of skewing its demographics in a younger direction. Monster Energy will be a huge boost in that direction, no doubt about it.
1.New blood is good
Not to dis Sprint, who did a great job with NASCAR for 13 years, but in the last two years, the telecommunications company greatly scaled back its presence at tracks and its promotion. Monster Energy will be a huge level of intensity to the sports, which will benefit fans, teams and tracks alike.