Monster Energy Becomes New NASCAR Title Sponsor!

NASCAR announced today that it’s premier series has a new title sponsor: Monster Energy Drink! The landmark announcement – only the third such major sponsor change in 30 years – came this afternoon at a press conference held by executives from both NASCAR and Monster Energy. Monster will fill the role previously played by Sprint as the primary sponsor of NASCAR’s three major national series.

“This is a partnership we want to build on over time,” said NASCAR chairman Brian France. Monster will also become the “Official Energy Drink of NASCAR” as well as taking the naming rights to the All-Star race held annually each May at Charlotte Motor Speedway.

“We view this as a rare opportunity that doesn’t come along every day,” added Monster Energy Chief Marketing Officer Mark Hall. Hall also joked with Kurt Busch, who was in the audience for the press conference, that he would still be driving for them, as Monster will be continuing their relationships with currently-sponsored teams.

The financial details have not yet been announced, nor has the actual length of the contract, though it was verified by France that it is a multi-year agreement that has some flexibility to make sure it’s a good fit for both sides. Sprint was spending $75 million per year on it’s sponsorship, according to Forbes.

This should be a great strategic move for both companies, as NASCAR could certainly use Monster’s pull among younger motorsports fan to reign in a youthful fanbase and Monster will certainly make the most of NASCAR’s massive established fanbase.