Monster Energy Pleased With Results So Far In First Season As NASCAR Title Sponsor

Monster Energy VP/Sports Marketing Mitch Covington said that both he and the brand are "tickled with the results so far in their first season" as title sponsor for the NASCAR Cup Series, according to Harrison Hamlet of the MARTINSVILLE BULLETIN. Covington: "It’s the biggest deal I’ve ever done and to see it coming to fruition and have things actually starting and the good results we’ve had so far and it’s all coming together. On a personal note, it’s been great for me. It’s been a lot of work. We’re in uncharted waters, it’s something totally new for us and it’s always exciting when you start something new that you’ve never done before." Covington said that Monster may be a new brand to some, but is one "built on racing with sponsorship deals in a number of racing and extreme sport environments, most notably as the title sponsor of an AMA’s Supercross motorcycle racing series." That "dedication to all forms of racing has produced" a staff at Monster that is as “'old school' as many fans when it comes to attitudes towards racing." Covington: "We got into this because it is authentic, hardcore racing." Covington also said that the current youth movement on the track is a "big positive for NASCAR and fits right into their marketing goals" (MARTINSVILLE BULLETIN, 3/31). MOTORSPORT.com's Lee Spencer wondered if Monster's "edginess" will rub off on a sport that has "flattened out." Former Cup Series title sponsor Sprint "over-promised and under-delivered," and "there was nothing sexy about the telecommunications sponsor" (MOTORSPORT.com, 3/30).

MONSTER MASH: USA TODAY's Michelle Martinelli noted Monster Energy on Thursday released a video with its Monster Girls being interviewed by Jamie Lynn Spears. Monster Girl Mariel Lane said, "We had so many fans coming at us with just like stereotypes and just really mean things to say based off of an outfit, which I didn’t even think was really that bad, especially if you look at other pro sports, such as the NFL and the NBA." But Martinelli noted the video is "degrading," as it features men who "weighed in on the women’s uniforms." Martinelli: "And that’s when it got weird." In the video is a "clip from freestyle motorcross rider Jeremy Stenberg, who praised the company for trying to use the Monster Energy Girls to appeal to a younger NASCAR audience." Stenberg: “Without chicks, you ain’t bringing young people here" (USATODAY.com, 3/30).