Monster Energy To Sponsor NASCAR's Top Series Starting In 2017

 

 A LIFESTYLE IN A CAN!

NASCAR reported it has reached an agreement that will see energy drink company Monster Energy became the title sponsor for the NASCAR stock car premiere racing series starting with the 2017 season.

Monster Energy replaces U.S. wireless carrier Sprint who announced in 2014 that it was leaving the sport after the 2016 season. Past sponsors R.J. Reynolds, Nextel and Sprint spent tens of millions of dollars promoting the sport. When Nextel signed its deal in 2003, it was reported its total spending was approximately $70-75 million a year. 

Quotes

BRIAN FRANCE (NASCAR Chairman): Well, not only is it one of the most important announcements that we get a chance to make every once in a while, it's particularly nice to have our whole industry together because this is a partnership with Monster that is going to affect us all, and they're going to be a partner that can really -- it's a global brand that we took a long time to figure out. It's one of the few sales calls that I actually personally made because of how important it was to align ourselves with a dynamic brand that reaches different places and different audiences, and they made us feel very comfortable over time on a couple things. One was motorsports is their DNA, and when you walk through their lobby in California, you see that. You see the motorcycles and NASCAR memorabilia and all kinds of things, and that's who they are, so they understand motorsports. They understand NASCAR. They understand how to reach across and excite our core audience and help us deliver on a new audience, and that was very exciting for us.

And then when we got to know the team, we understood that they understand how to execute, too, and you're going to see that at the tracks, every track, all over the place, and they are going to do things that are going to be fun. They're going to be impactful. They're going to be exciting for our drivers and our teams. They're going to do things for our related sponsor agreements from a business to business standpoint, and then we're going to do some things for them, too, because we're going to give them a platform that they've never had before, and they're very excited about that.

Needless to say, this is a partnership that we want to build on over time. It's a very difficult agreement to come to because of the complexities of it, the track component, very important, media component is very important, all had to be sorted out, but nonetheless, we have reached a great spot, and I couldn't be more pleased to share this important day with all of you.

MITCH COVINGTON (Vice President Of Sports Marketing At Monster Beverage Company) when asked how he sees the activation spreading beyond NASCAR itself to the wider industry.

Well, you know, my grandmother told me that it's a sad rooster that won't crow, and we've got some unbelievable athletes that we're going to expose to NASCAR and bring over, worldwide and globally, and we want to make all of our athletes a part of our NASCAR effort and our activation.

We also want to bring some good shows and entertainment for NASCAR fans so they can interact with our brand and understand what our culture is all about, so when they leave the racetrack on Sunday they've had an experience. Of course they will have met the fabulous Monster Energy girls. We're going to have a lot of fun at NASCAR, both in the parking lot and inside the oval.

I too need to thank some people that's done an unbelievable job for our team. Many of you have seen them around, but Cari Cellini has kind of headed up our NASCAR activation ever since the last five years. Probably wouldn't be here if she hadn't done such a good job.

And Kurt Busch is here today, and I'm going to say it right now, Kurt Busch is absolutely one of the top athletes of any kind that we've worked with ever, and we want Kurt to be around for a long time. I want to thank Kurt. He's done an unbelievable job as a brand ambassador, and he's a pretty good wheel man, as well.

Again, we're really thankful to have the opportunity. We can't wait to hit the red button and see what happens and go hard.

STEVE PHELPS (Head of Sales/Marketing of National Association at Stock Car Auto Racing Inc. -NASCAR) as to how they came to Monster Energy as Series Sponsor

You know, we had the opportunity to go out and talk to hundreds of brands, actually, and the great thing about having this opportunity which we haven't had in thirteen years after our wonderful partners from Sprint and Nextel before them, we got to go out in the marketplace and talk about NASCAR and tell our story, tell the successful things that are happening with our sport, and our sport has changed a lot in that thirteen years, and so it gave us an opportunity to speak to great companies. Many of those companies are going to be new to NASCAR, and they're going to bring their dollars to NASCAR, their activation to NASCAR, their brands to NASCAR, to tracks, to teams, to drivers, to our media partners. So that's been a really important thing for us.

I know that the industry was starting to get a little bit nervous about the timing of this. I think the timing is actually perfect. We didn't step on our championship, and what happened, crowning a seven-time champion. We didn't step on our existing partner, and we were very, very patient to find the right partner, and that right partner is Monster Energy. We couldn't be any happier to have them as part of our team, extend the relationship they have with Stewart-Haas and Joe Gibbs Racing, so welcome, gentlemen.

Brian France (#NASCAR Chairman) and Mark Hall
(Monster Beverage Co. Chief Marketing Officer)

MARK HALL (Monster Beverage Co. Chief Marketing Officer): First off, I'd just like to thank everyone on the NASCAR team. Whenever you get involved in this process, in the negotiations, they can be trying on both sides, and I just have nothing but respect for Brian and the entire NASCAR team for their perseverance and their flexibility in working with what can only be described as a non-traditional marketing company. They did a great job of meeting some of the requests that we made, and couldn't be happier that we got the deal done.

On behalf of all the employees of Monster Energy Company, I again want to thank you guys. We're really looking forward to a great future together.

I want to assure all of our current fans, our current athletes, the other people that we endorse and have worked with for all these many years, that this doesn't change anything. We're still going to be the same company we've always been. We're not going to look to cut or get rid of people. Kurt, you're still going to drive.

We view this as a rare opportunity that doesn't come along every day. It's not -- it's two sponsors in 30-plus years that have been in this position, and if you would have asked me five years ago if I've ever contemplated something like this, the answer would be never in a million years, but it's a rare and unique opportunity to be associated with a premier professional sport, to be closely partnered with that sport, and to work together to build both of our brands, and that's what we -- that's our intent, and we're going to work very hard to do that.

Monster Energy 

Most companies spend their money on ad agencies, TV commercials, radio spots, and billboards to tell you how good their products are. At Monster we choose none of the above. Instead, we support the scene, our bands, our athletes and our fans. We back athletes so they can make a career out of their passion. We promote concert tours, so our favorite bands can visit your home town. We celebrate with our fans and riders by throwing parties and making the coolest events we can think of a reality.

At Monster we are all about the things you care about. What kid dreams about landing a 9 to 5 job? WE all dreamed about being pro athletes, musicians and living the life. We know it takes encouragement and support to make that dream a reality, so we created the Monster Army to back the next generation pros, the future Ricky Carmichael, Jeremy McGrath, Danny Kass and Jamie Bestwicks.

Some companies won’t let you have any gear unless you’re on the payroll. We’re all about our fans rockin’ the Monster logo the way they want – on hats, shirts, mx bikes, trucks, gear, or even on themselves. Our idea of a promotion isn’t giving away a TV you already got. Our promos offer exclusive VIP access, insane trips hanging with top musicians and athletes, and real gear like dirt bikes, snowboards and helmets.

In short, at Monster all our guys walk the walk in action sports, punk rock music, partying, hangin’ with the girls, and living life on the edge. Monster is way more than an energy drink. Led by our athletes, musicians, employees, distributors and fans, Monster is… A LIFESTYLE IN A CAN!

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