NASCAR and Monster Energy announced Thursday a multi-year agreement for the premier series race.
The naming rights will go into effect on Jan. 1, 2017. Monster Energy is only the third company to serve as the entitlement sponsor in NASCAR premier series history, following RJ Reynolds and Sprint/Nextel.
#BREAKING: @MonsterEnergy will be new sponsor for @NASCAR's premiere series replacing Sprint
— WSOCTV (@wsoctv) December 1, 2016
The brand will also become the official energy drink of NASCAR.
“Monster Energy is a brand built on excitement and enthusiasm, qualities that align with NASCAR,” said NASCAR chairman and CEO Brian France. “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.”
As part of the agreement with NASCAR, Monster Energy will engage with fans in creative, innovative ways at all race tracks where the premier series will race, including in Charlotte.
“This is a tremendous announcement for our sport,” said Speedway Motorsports president and CEO Marcus Smith. “Monster Energy has been an innovative and groundbreaking marketer across many sports and entertainment platforms and the company’s high-impact approach will be a terrific fit for NASCAR.”
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