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.”
