Menu
Download the app

SBJ subscribers – Enhance your experience with the revamped iOS app

Marketing and Sponsorship

NASCAR Unveils New Monster Energy Cup Series Name, Updated Brand Mark

The new name of NASCAR’s premier series is the Monster Energy NASCAR Cup Series, which "takes effect Jan. 1," according to Katherine Peralta of the CHARLOTTE OBSERVER. The new series name and brand mark "features the neon green Monster logo" and were shared yesterday across NASCAR’s social and digital media platforms. NASCAR’s new logo "features all capitalized, white bold letters with yellow, red and blue stripes before them." The previous logo was "white bold lettering overlaid on stripes of yellow, red, magenta and blue" (CHARLOTTE OBSERVER, 12/20). USA TODAY noted the new logo will "replace the bar mark used by the organization" since '76. The new NASCAR logo has been in development since early '16 as "part of a broader effort to refresh the NASCAR brand" (USATODAY.com, 12/19). The new brand mark design was led by NASCAR, which collaborated with Rare Design, owned by former Nike designer Rodney Richardson. NASCAR, Monster and Rare all collaborated on the new premier series name and mark (THE DAILY).

FILL UP MY CUP: ESPN.com's Bob Pockrass noted NASCAR ended up leaving the word "Cup" as part of the name, as it is a "piece of its history." Ever since it has been sponsored, NASCAR's top series has had "'Cup' in its name" (ESPN.com, 12/19). NASCAR Senior VP & CMO Jill Gregory said of keeping "Cup" in the name, "We thought long and hard about it, we obviously been going through this process for awhile to find the right partner and I think everyone we talked to had a different perspective and so it was just a matter of sitting down and figuring out what was good for NASCAR, what was good [for] the industry and what’s good for Monster and what makes the most sense to make sure their entry as our top series sponsor was successful. Through all that we landed on keeping Cup, which showcases that they’ve got the top position in the series sponsorship category" (NBCSPORTS.com, 12/19). YAHOO SPORTS' Nick Bromberg noted the presence of "Cup Series" in the name also "makes shorthand reference to the Monster Energy NASCAR Cup Series a bit tricky." The official name is "way too long to use in casual conversation or after a reference" (SPORTS.YAHOO.com, 12/19).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Daily/Issues/2016/12/20/Marketing-and-Sponsorship/NASCAR.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Daily/Issues/2016/12/20/Marketing-and-Sponsorship/NASCAR.aspx

CLOSE