Monster Energy VP/Sports Marketing Mitch Covington said the brand is "going to have a lot of fun" with its new NASCAR title-sponsorship deal and is "going to bring a party" to the track, according to Dustin Long of NBCSPORTS.com. Speaking on SiriusXM NASCAR Radio’s “Tradin’ Paint’’ on Thursday, Covington said, “Monster, we were built on girls, music and racing. We think that fits with NASCAR really good.’’ He added, “We want it to have a Monster look and feel to it, for sure. At the same time, we want the racing to be really exciting, and NASCAR has been very open to be willing to change some formats and things.” Covington added, “While we want to have a great experience at the track, we have to keep that in mind, too, how it looks to all the fans at home.’’ He said, “We’re going to have to kind of learn as we go. We don’t pretend to have had a plan mothballed in the closet over there in case we sponsored NASCAR. We’re going to be learning and watching everything that goes on to hopefully, as we go, make it better.’’ Covington: “Would we like to see more young people get involved? Of course we would. That’s the future of the sport and the future of the fans. We have to bring some young people into the sport, but, at the same time, we consider all ages our people’’ (NBCSPORTS.com, 1/12).
