By Mark Hansel
NKyTribune managing editor
LAS VEGAS – NASCAR announced Thursday that Monster Energy will replace Sprint as the sponsor of its top series.
NASCAR and Monster Energy announced the multi-year agreement for the premier series entitlement as well as the prestigious annual NASCAR All-Star Race.
Speculation about the sponsorship agreement began at the annual season-ending awards festivities Thursday in Las Vegas when NASCAR called for an early afternoon press conference and officials onsite confirmed a “major announcement.”
Monster Energy will begin its tenure as naming rights partner on Jan. 1. It will become just 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 plans to 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.”
Kentucky Speedway General Manager Mark Simendinger called the news “exciting” and said Monster Energy is a “good fit” for NASCAR.
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.
As part of its annual tripleheader weekend, Kentucky Speedway and will host a premier series race, as well as an XFINITY Series race and a Camping World Truck Series race July 6-8, 2017. The Speedway will host an additional XFINITY Series race in September.
Contact Mark Hansel at mark.hansel@nkytrib.com