NASCAR and Monster Energy made their marriage official, formally announcing a multi-year agreement for the premier series entitlement as well as the annual NASCAR All-Star Race. The deal kicks in on Jan. 1, and marks the brand that third entitlement sponsor in NASCAR 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.”
“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.”