Coca-Cola’s Monster Energy Drink May Be Next NASCAR Cup Series Title Sponsor (2nd Update)

UPDATE This rumor is upgraded to 'fact' today. NASCAR announced on Thursday at Wynn Las Vegas a multi-year deal that will make Monster Energy only the third entitlement sponsor in premier series history. The length and terms of the deal were not disclosed, but both parties hailed the partnership as the perfect fit for both brands.

"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."

12/01/16 NASCAR has set a 4:45 p.m. ET news conference for a major announcement, likely about a new title sponsor for the sport’s premier series. Previous reports have indicated that Monster Energy was in advanced talks to replace Sprint as the series sponsor. Staff writer Adam Stern has reported that the series could drop "Cup" from its name. Stay tuned……

11/14/16

Monster Energy is a "finalist to become the new entitlement sponsor for NASCAR’s premier Cup series," according to sources cited by Jim Utter of MOTORSPORT.com. The Coca-Cola owned energy drink brand is in an "advanced stage of negotiations with NASCAR to replace Sprint." No details were "immediately available on the financial aspect of the negotiations."
Monster has "served as the primary sponsor on driver Kurt Busch’s No. 41 Cup car" at Stewart-Haas Racing since last year and it previously served as a sponsor for Kyle Busch in the Xfinity Series. Sources said that should Monster "emerge as the new Cup sponsor, its decision is not expected to have an immediate impact on Busch’s No. 41 sponsorship." Coca-Cola has been "involved with stock car racing for more than 50 years and is the official non-alcoholic, soft drink, sport drink and energy drink of NASCAR." Motorsport.com
FOXSPORTS.com's Tom Jensen noted there have been "plenty of companies rumored to be in contention to replace Sprint, including PayPal, Hisense, Samsung, Subway and Dunkin’ Donuts."
If Monster "does go on to take over for Sprint, it would be a great fit for NASCAR," as the racing circuit has "never had more youthful talent with Chase Elliott, Ryan Blaney, Chris Buescher, Erik Jones, William Byron and Daniel Suarez among the many young guns just starting to make names for themselves." That makes it a "perfect time for a youth-oriented company like Monster to step in and help lift the sport and promote the next generation of stars." FOXSPORTS.com

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