Monster Energy Extends Entitlement Sponsor of Cup Series

NASCAR and Monster Energy announced on Tuesday (April 10th) that Monster Energy will continue as the entitlement of NASCAR's top-tier series until the end of the 2019 season. With only a one year extension, the future entitlement sponsor for the sport is unknown at this time. NASCAR COO Steve Phelps reportably stated that its "highly unlikely" that Monster Energy will return once the deal past the 2019 season.

"NASCAR and Monster Energy enjoyed a productive first year and both parties have benefited significantly from the partnership," said Steve Phelps, NASCAR Chief Operating Officer stated in the NASCAR release. "Monster Energy successfully utilized our sport as a platform to elevate its brand and drive business, while introducing NASCAR to new audiences. With this renewal, we look forward to building upon our early success."

Monster Energy joined the sport after Sprint departed the sport following the 2016 season. The orginal deal was set in December 2016. That was a two year deal that expires at the end of this season. The option of an extension was given as a part of that deal.

"Over the past year, NASCAR's passionate and brand loyal fan base embraced Monster Energy and we are excited to be able to continue to build on and strengthen that momentum through 2019," said Rodney Sacks, Monster Beverage Chairman and CEO. "Racing is in our DNA and extending this partnership further establishes Monster Energy's prominence in motorsports."

Though not reported by NASCAR, theres a chance that in 2020 that there won't be a entitlement sponsor of the Cup series as the sponsorship demographic has changed over the decades of the sport. The Motorsports News Source will have a piece out later this week talking about why this shouldn't be a concern and why it should be expected. (Koelle,2018)

Photo Credit - Christian Koelle/CCK Photography