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, 11/13). 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, 11/13).
SPRINT TO THE FINISH: SPORTSBUSINESS JOURNAL's Adam Stern writes the NASCAR-Sprint partnership "comes to an end" with this week’s season finale at Homestead-Miami Speedway. Sprint "faced stiff headwinds at times" while title sponsor. But industry execs said that the wireless carrier "ushered NASCAR’s top series into a more tech-savvy era." Just as importantly, the deal came "right as the cellphone and internet were becoming ubiquitous, making the partnership one that seemed to fit with the times" (SPORTSBUSINESS JOURNAL, 11/14 issue).
