Menu
Marketing and Sponsorship

Monster Energy Pulling Back Coke 600 Activation As Part Of Deal With Cola Company

Monster Energy will have a reduced activation presence at this weekend’s Coca-Cola 600 at Charlotte Motor Speedway as part of an agreement with Coke, according to several sources, the latest example of beverage brands in the sport reacting to the new title sponsor. Monster became title sponsor of NASCAR’s Cup Series this year, granting it rights to activate at every race. However, while Coca-Cola -- one of the most important partners in the sport -- owns a 17% stake in Monster, sources have said that some execs at Coke consider Monster a competitor. That comes despite Coca-Cola in February saying in a statement that “we see NASCAR as a great fit for both Monster’s brands and ours." Sources said that as part of this weekend's agreement, Monster will not have sampling or its midway activation at Sunday's race. Monster will still have some signage and the presence of Monster Energy girls in victory lane. The Coke 600 is one of NASCAR’s most prestigious events and is an important, long-standing entitlement for Coca-Cola, which has two race entitlements in the Monster Energy Cup Series overall. Sources say that Monster was ultimately comfortable with the arrangement because it did not feel it needed to activate heavily at the same track two weeks in a row -- the energy drink had a large presence at last week's All-Star Race. Coca-Cola did not have a midway presence at the All-Star Race. 

ROCK AND ROLLER COLA WARS: Whether this move came through mutual agreement or Coca-Cola taking special action over a perceived competitor could not be determined. A source added that Coca-Cola never asked Sprint to dial back its activation during its 13-year run as title sponsor, revealing that it is taking special action in light of the fact that the sport’s new title sponsor is a fellow beverage company. Monster declined comment, while a Coca-Cola spokesperson said, “Coca-Cola has a long history with the 600, NASCAR’s longest race, America’s largest Memorial Day celebration and one of two entitlement races for the brand. We remain excited to work with our partners at Monster to continue to bring the energy of NASCAR to sports fans. As series sponsors, Monster had a successful All Star race last weekend, and we look forward to carrying that momentum into the Coca-Cola 600.”

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

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/2017/05/24/Marketing-and-Sponsorship/Monster-Coke.aspx

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

https://www.sportsbusinessjournal.com/Daily/Issues/2017/05/24/Marketing-and-Sponsorship/Monster-Coke.aspx

CLOSE