Monster Energy is NASCAR’s replacement for Sprint.
NASCAR made the new sponsor announcement official Thursday in Las Vegas as the Sprint Cup will be replaced with Monster Energy. Sprint’s deal to sponsor NASCAR’s top series expired after the 2016 season.
It appears the word “Cup” will no longer be affiliated with the series — at least by the looks of the NASCAR press release, which referred to the Cup Series as the “NASCAR premier series.” That’s not a surprise based off a report from Sports Business Daily earlier in the week as well as the jokes that would undoubtedly ensue with the “Monster Cup.”
According to NASCAR CEO Brian France, an official name for the series has not been decided.
Monster Energy currently sponsors the No. 41 car of Kurt Busch as well as the Monster Energy Supercross Series. The appeal of supercross to younger fans is something NASCAR wanted to tap into as its fanbase is one of the oldest among all major sports.
France used the words “dynamic” and “edgy” to describe Monster and quickly noted the company’s appeal to millennials in the press conference announcing the sponsorship.
Coca-Cola, which owns 17 percent of Monster Energy, is no stranger to NASCAR. The soft drink company has deals with multiple drivers and sponsors the May race at Charlotte Motor Speedway and the July race at Daytona International Speedway.
Monster will also sponsor the All-Star Race at Charlotte in May.
– – – – – – –