The Daytona 500 "couldn't have turned out better for Monster Energy," as longtime endorser Kurt Busch won the race in the first event under the company's NASCAR Cup Series title sponsorship, according to a front-page piece by Ken Willis of the Daytona Beach NEWS-JOURNAL. Additionally, the company's "visibility, which had been questioned through much of Speedweeks, was at its in-your-face best Sunday" (Daytona Beach NEWS-JOURNAL, 2/27). Willis writes of Monster winning in its title sponsor debut, "I know it was Oscars night, but that's not a script anyone could take to production" (Daytona Beach NEWS-JOURNAL, 2/27). The AP's Dan Gelston wrote the race "gave NASCAR the buzz it craved in the season opener." This was a "victory of redemption for Busch" and for Monster, which has "promised to pump new life into NASCAR's sagging sport." Consider the inaugural race a "monster success" (AP, 2/26). Monster Energy VP/Sports Marketing Mitch Covington said, "The fact that we won in our first race as title sponsor is beyond crazy. We brought in Rob Gronkowski (who has his own branded drink with the company) and our CEO flew in at the last minute, and we had 20 Monster girls in Victory Lane." ESPN.com's Darren Rovell wrote it was a "sponsor's dream come true." Busch "popped out of his car, which has the Monster Energy logo on the back portion of the car, in a helmet with the Monster logo on it." He then "chugged a can of the energy drink with the nation's eyes on him" (ESPN.com, 2/26).
SOME KIND OF MONSTER: NBCSPORTS.com's Nate Ryan notes while "some facets of Monster's debut as title sponsor ... seemed curious," the decision to bring Gronkowski to the race was a "huge coup" for the brand (NBCSPORTS.com, 2/27). YAHOO SPORTS' Jay Busbee noted Gronkowski was "enjoying himself immensely as a guest of both NASCAR and Monster Energy." Gronkowski was a part of the “grid walk” segment during the pre-race programming. While Fox Sports' Michael Waltrip "interviewed drivers, Gronkowski went all in with the Monster Girls" (SPORTS.YAHOO.com, 2/26).
NOTHING NEW HERE: In Orlando, David Whitley before yesterday's race wrote the use of Monster Energy Girls is a "concocted controversy." Whitley: "Monster Energy prides itself on being 'edgy,' and NASCAR could use the buzz." NASCAR also has been "peddling flesh" since it began. Victory Lane "always has employed beauty queens and sponsor models to plant big kisses on the winner’s cheek" (ORLANDO SENTINEL, 2/26).
