Monster Energy new Nascar title sponsor

Monster Energy drinks company has been unveiled as the new title sponsor of North American racing championship Nascar on a multi-year agreement.

The length and terms of the deal were not made public but it begins in 2017.

“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 benefits from naming rights, as well as becoming the official energy drink of Nascar.

“Monster has built its brand on racing and motorsports, and Nascar is the pinnacle of motorsports in America,” said Mitch Covington, vice president of sports marketing at Monster Beverage Company. “It’s American racing; we’re an American brand that’s a global company, and Nascar is, too. When the opportunity came along to further associate yourself with a sport like Nascar, it was the perfect fit for us.”

Under the agreement, energy drink sponsors already involved in NASCAR may remain in place. Potential sponsors from the energy drink category will not be eligible for future sponsorship if not already involved in the sport.

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