NASCAR Exec VP & Chief Global Sales & Marketing Officer Steve Phelps believes Monster Energy is “going to help us galvanize the industry more than we’ve done to date” by serving as title sponsor of NASCAR’s top-level series. He added the industry is “going to be energized by this.” Monster Energy VP/Sports Marketing Mitch Covington, whose company signed a multiyear deal, said NASCAR is “at the pinnacle of motor racing in America.” Covington: “It’s close, hard racing – we love it. It fits our brand to a T. We’re really looking forward to being a bigger part of the sport and continuing to be a big part of what we think is the best racing in America.”

Covington said activation plans around the entitlement deal, which was formally announced yesterday afternoon, are still being determined. He indicated the company may do in-race broadcast integrations as well as possible 30-second TV spots. The California-based company typically has steered away from traditional ads over the years. Covington also indicated that Monster will look to cross-promote its assets in NASCAR.

S&E Sponsorship Group has been acquired by Dentsu Aegis and will be integrated into Dentsu Aegis' experiential/event marketing agency MKTG. The new company will be branded as MKTG Canada. "It came down to people and fit, and they (MKTG) have a real culture of inclusion that's built for collaboration," said S&E President & CEO Brian Cooper, a former MLSE VP/Operations & Business. Since joining S&E, Cooper has helped build its client roster with some of Canada's biggest sports marketing spenders, including Canadian Tire, Scotiabank, Sport Chek, Boston Pizza and Molson Coors. Cooper will become CEO of the newly established MKTG Canada. S&E partners Matthew Logue and Cori Woolley will be COO and Senior VP, respectively.

Cooper said S&E had been meeting with larger sports agencies, including "all of the usual suspects" over the past 14 months. The deal with Dentsu Aegis took around four months to complete, he said. The Toronto-based S&E traces its roots to '73, when it was known as Sports & Entertainment L.P. It has 37 employees in Canada. MKTG has around 1,400 employees in 22 countries. Meanwhile, fellow sponsorship agency Team Epic will increase the head count to 1,550 next year when it comes under MKTG's purview.

The UFC laid off about 20 people yesterday, completing the planned 15% workforce reduction since it was acquired by WME-IMG. Names of the people who lost their jobs were not known at presstime, but the UFC has been laying off multiple people in departments where WME-IMG already has existing expertise, such as marketing, sponsorship and licensing. The UFC had a workforce of more than 400 prior to the layoffs. WME-IMG bought the UFC in July for $4B, and layoffs are common in acquisitions when there are overlapping functions.

A court hearing today in S.F. will give minor-league baseball players a "second opportunity to certify their lawsuit" against MLB as a class action. That would increase "exponentially the liability" MLB would face if found to have "violated federal and state wage laws by underpaying minor-league players." The latest motion by the plaintiffs in Senne v. Office of the Commissioner of Baseball "has pared down the plaintiffs’ claims to spring-training and instructional-league work in Arizona and Florida, as well as regular-season games played in the California League, the aim being to win a verdict under laws specific to those states" (PROVIDENCE JOURNAL, 12/1).

Passengers on an Alaska Airlines flight from Seattle-Tacoma to San Jose yesterday were "greeted with a Washington Huskies-themed surprise when they arrived at their seats." Each seat was "decorated by a purple-and-gold pom-pom, as well as a purple UW wrist band," plus an "Alaska Airlines envelope containing two free tickets" to tonight's Colorado-Washington Pac-12 football championship game at Levi’s Stadium. Alaska Airlines is "one of UW’s most important business partners" (THENEWSTRIBUNE.com, 12/1).

This plane is packed with Husky fans. Aboard flight #326 to @FlySJC. Everyone receives a special surprise. #WiththeDawgs #PurpleReign pic.twitter.com/6o6mFh5ghC

— Alaska Airlines (@AlaskaAir) December 1, 2016

The USWNT's CBA with U.S. Soccer expires at the end of the month, and D Becky Sauerbrunn said that there is "still much work to be done." Sauerbrunn said, "We're far apart. But I think we can get to an agreement that both sides can feel good about." She added that the two sides are set to meet in N.Y. in a "series of sessions starting in mid-December." Along with Sauerbrunn "will be at least one other senior member of the team," as well as U.S. Soccer President Sunil Gulati, other U.S. Soccer staff and lawyers from both sides (SI.com, 12/1).

Japanese tennis player Naomi Osaka has signed long-term endorsements with noodle maker Nissin and Japanese broadcaster Wowow. The contract with Nissin is known in Japan as a title sponsorship – in that country when her name is written, it will appear as Osaka/Nissin. Osaka, whose mother is Japanese and father is Haitian, currently is 47th in the WTA ratings after starting the year at 203. IMG Head of Tennis Fernando Soler said, “We’re very pleased to be able to execute the Nissin and Wowow deals for Naomi in just a few weeks since signing her.” IMG also represents Kei Nishikori, the top Japanese male ATP player, who also has a title sponsorship with Nissin.

Donald Trump last night in Cincinnati held his first public rally after being elected President, and he took a shot at the NFL’s TV ratings slide this season. Trump noted experts have projected that the ratings “should start recovering” now that the election is over. He said, “But their ratings were so far down. And you know what the reason was? Because this business is tougher than the NFL. … Their ratings were down 20, 21%, and it was because of us” (MSNBC, 12/1).

The NCAA yesterday afternoon unveiled its logo for the '18 Final Four in San Antonio (NCAA).

The Astros announced that they are adding Shake Shack and Torchy's Tacos as concessions options at Minute Maid Park for the '17 season. Both stores "will be part of the renovated center field area not far from where Tal's  Hill used to stand" (HOUSTON CHRONICLE, 12/2).

FAU has raised $30M for a "new athletics complex and has scheduled a groundbreaking for Jan. 20" (PALMBEACHPOST.com, 12/1).

Cavaliers F LeBron James received a "rousing ovation followed by a video tribute" at last night's home game against the Clippers for winning SI's Sportsperson of the Year award. The Cavaliers "played a highlight video of James, along with other high-profile athletes and past Sportsperson of the Year winners" (CLEVELAND.com, 12/1).

"Disappointed in what we've seen so far. I'm not optimistic about the CBA in terms of helping us as a lower-revenue club" – Rays President of Baseball Operations Matt Silverman, on MLB and the MLBPA agreeing to a new CBA (TAMPABAY.com, 12/1).

"In the short meetings we had with the PA it was pretty clear everyone was still a little uncomfortable with continuing the CBA for three more years" – NHL Rangers C Derek Stepan, the team's union rep, saying that the NHLPA will likely reject the league's offer to extend the CBA in exchange for Olympic participation in '18 (ESPN.com, 12/1).

"I just didn't win enough games. If we did I would probably still be around. ... I'll be watching the Twins closely, hoping they do well" – Phillies scout Terry Ryan, who was fired as Twins GM during the '16 season (Minneapolis STAR TRIBUNE, 12/2).

The WASHINGTON POST goes with the header, "It Took 30 Years Of Bitter Feuds, But MLB Players And Owners Learned To Get Along." Thanks to MLB Commissioner Rob Manfred and MLBPA Exec Dir Tony Clark, "baseball’s legacy of labor sanity and cooperation has been passed to the next generation of bosses and negotiators."

The LAS VEGAS REVIEW-JOURNAL goes with, "Thomas & Mack Center Bolsters National Finals Rodeo Fan Experience." Over the last two years, "fans of the Wrangler National Finals Rodeo have been able to take advantage of some of the amenities and changes" brought on by the venue's renovation.

Also:

• How Kathleen Mara earned an all-time record 10 Super Bowl rings.
• UCLA AD Dan Guerrero assesses state of school's athletic programs.
• Ronnie Lott is leading the charge to keep the Raiders in Oakland.
• Sports business was always career focus of T'Wolves CEO Ethan Casson.

BREAKING: World champion Nico Rosberg announces his retirement from Formula 1 with immediate effect

— Andrew Benson (@andrewbensonf1) December 2, 2016

I watch every Knicks home game I can. Kristaps + MSG 🔥🔥🔥

— Nate Jones (@JonesOnTheNBA) December 2, 2016

Mike MacIntyre believed to be high on #Baylor wish list .. would be a terrific move if pulled off

— Rich Cirminiello (@RichCirminiello) December 2, 2016

The refs must have confused Bradford with Cam.

— mike freeman (@mikefreemanNFL) December 2, 2016

If you see a tweet we will not want to miss, send it to us at editorial@sportsbusinessdaily.com

Scene setter: Boston Globe and Boston Herald with same main Rob Gronkowski headline on sports page today. pic.twitter.com/PReBa3F3XN

— Mike Reiss (@MikeReiss) December 2, 2016

Guernsey's will begin a two-day auction of the photography collection of Neil Leifer, which contains some of the most iconic sports images ever captured. More than 170 of Leifer's photos have appeared on the cover of Sports Illustrated. The auction is being held at Bohemian National Hall in N.Y.

The Univ. of Nebraska Board of Regents will meet at 9:00am CT to consider a plan to install a new video screen and ribbon boards at Memorial Stadium.

Yankees GM Brian Cashman is again taking part in the Heights & Lights program, rappelling down the Landmark Building in Stamford, Conn. Cashman will then repeat the feat on Sunday.

Last night’s “Final Jeopardy!” category was “The Decorative Arts.”

“In the early 1700s in Dresden, King Augustus locked up a chemist until he found how to make this product dubbed ‘white gold.’”

Actor Jai Courtney appeared on TBS’ “Conan” last night and talked about a bet he had with fellow Australian Margot Robbie during the filming of “Suicide Squad,” centering on an “age old rivalry” between two Australian rugby teams. Courtney: “The state where I'm from, New South Wales, plays the state where she's from, Queensland, and I foolishly suggested that whoever came out on top of the series was able to tattoo the other person, because she carries around a tattoo gun.” Host Conan O’Brien said to clarify, “So whoever lost had to get a tattoo on their body of the opposing team, which has just got to be humiliating.” Courtney: “It was dumb. I sort of neglected to remember that my team was on a seven-year losing streak.” Courtney lost the bet and Robbie tattooed “QLD” for Queensland on his wrist. O’Brien: “She's not good at that” (“Conan,” TBS, 12/1).

“Conan” also aired a segment called “What am I Watching?” TBS' O’Brien aired clips of various TV shows he has been watching. O’Brien said, “I was checking out the Golf Channel ... of all things, and then I hit (the cable information) button and it said, ‘The closest thing on TV to still photos’” (“Conan,” TBS, 12/1).

“What is porcelain?”