Monster Deal: Energy Drink To Title Sponsor Supercross Series

By Tripp Mickle, Staff Writer, SportsBusiness Journal

Monster Energy Inks Deal To Title Sponsor AMA Supercross Series

Live Nation is expected to announce this week that it has reached an agreement with Monster Energy, making the brand the title sponsor and official energy drink of AMA Supercross. Sources valued the deal at $3.5-4M annually. It is one-year commitment with options for extension beyond '08. The company will likely receive a package that includes a large hospitality presence in the pits at all 17 races and media inventory during SPEED and CBS broadcasts. Live Nation's former AMA Supercross title sponsor, Amp'd Mobile, filed for bankruptcy over the summer, leaving the company less than to six months to fill the sponsorship void before the '08 race season began. Amp'd paid $3M annually for their sponsorship. The first race of the '08 season is scheduled for January 5 in Anaheim.