Monster Energy Drink’s growing presence with PBR will be highlighted again this weekend when the Built Ford Tough Series returns from its three-month summer hiatus in Tulsa. Monster, the official energy drink of PBR since ’12, will host a “Dirt Party” Saturday night at the Express Employment Professionals Classic inside Tulsa’s BOK Center. “PBR gives us a great opportunity to showcase our brand,” Monster VP/Sports Marketing Mitch Covington said. “This is a really good activation point.” Covington said the idea came from similar “Pit Party” events at supercross races Monster sponsors. The PBR party takes place at the end of the BOK Center’s arena floor, giving attendees an up-close look at the bull riding competition, PBR Exec VP/Sales & Partnerships Terry Bassett said. It includes catering, table toppers, a cash bar and an appearance by Dirt Shark, Monster’s blogger and social media personality. Monster will hold five “Dirt Party” events during the ’14 BFTS season, Bassett said. Tickets for this weekend can only be acquired through retail activations at Oklahoma grocery chain Reasor’s Foods. “It gives them great in-arena exposure and everyone is wondering, ‘How do I get that ticket?’” Bassett said. “That’s the cool thing about this promotion. It’s a little bit endemic to what Monster’s all about in that they spend so much time in motocross and other dirt activities.” Monster has expanded its presence in PBR since signing on as official energy drink, Covington said. Monster title-sponsors PBR’s “Buck Off At The Garden” season-opening event at MSG and in April agreed to do the same for PBR’s new touring series in Brazil. The brand also sponsors PBR riders J.B. Mauney, Guilherme Marchi, L.J. Jenkins and Robson Palermo. “Our tendency with partners is usually to get our feet wet at first and see how it’s going to work, and then build it up,” Covington said. “We just keep increasing with them.” Coca-Cola on Thursday purchased a minority stake in Monster, but Covington said things will be "business as usual" at this weekend's event.
