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Marketing and Sponsorship

Taking The Temperature: Brian France Met With Monster Brass Ahead Of All-Star Weekend

NASCAR Chair & CEO Brian France "recently took several key executives on a trip" to Monster Energy HQ in Corona, Calif., to "continue his direct involvement in entitlement sponsorship relations" with the energy drink brand, according to ESPN.com. The trip was a "chance to review the season" prior to Saturday's All-Star Race. France was "instrumental in bringing in Monster Energy for the naming rights of NASCAR's Cup Series and he is routinely involved in discussions and meetings with major sponsors of the sport." As part of that commitment, he "frequently talks with Monster Energy executives and asked for the face-to-face meeting, this past Monday, to see how well the two companies have come together" since forming their partnership in December. A source said that the two companies have "met frequently to discuss how to make the racing more exciting and enjoyable for fans, while at the same time, enhancing the brand awareness for Monster Energy." Monster Energy VP/Sports Marketing Mitch Covington said that overall he is "pleased with how things were going with NASCAR" (ESPN.com, 5/19).

LEAVING THEIR MARK: Monster Energy had a significant presence during the pre-race driver intros at Saturday's All-Star Race. Monster stuntmen did wheelies and burnouts on the track on Harley-Davidson motorcycles as the NASCAR drivers and their pit crews walked by Monster Energy Girls on an elongated stage above them after being introduced. The intro had a different feel from prior sponsor Sprint (Adam Stern, Staff Writer). In Charlotte, Michael Persinger noted there was "definitely a different vibe in driver introductions." Monster also used a "DJ and video game music as the soundtrack" (CHARLOTTE OBSERVER, 5/21). 

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