SBJ/January 16-22, 2012/Marketing and Sponsorship

Monster to keep scaring up business in AMA Supercross

Monster Energy’s signature black and lime color scheme will dominate the pits of AMA Supercross races through 2016.

The energy drink brand, which is owned by Hansen Beverage Co., signed an early extension with AMA Supercross owner Feld Motor Sports. It has been the title sponsor of the Monster Energy AMA Supercross Series since 2008.

Terms of the extension weren’t available. The original deal was valued at $3.5 million to $4 million annually.

The energy drink brand has extended its series deal, which began in 2008.
Photo by: HOPPENWORLD.COM
Monster Energy will get all of the same rights it enjoyed under the previous deal, which included on-site activation rights, media inventory and hospitality for all 17 supercross races. It will add a Monster Energy-branded monster truck, which will be featured in the Feld Motor Sports-owned Monster Jam, a monster truck series that visits arenas nationwide.

“Our sponsorship investments for the most part are with athletes,” said Bruce Stjernstrom, Monster Energy’s vice president of sports marketing. “We really look at the event sponsorship and ask how do we make the sport synonymous with us. Working with Feld, Monster is supercross-motocross and supercross-motocross is Monster.”

Feld Motor Sports Chief Operating Officer Ken Hudgens said, “[Monster Energy is] a perfect partner in that they provide stability, they’re a skyrocketing, growing brand, they really activate around the sponsorship and they take supercross to a place from a branding standpoint that it couldn’t go on its own. They make the sport more relevant and cool and give it a vibe that we couldn’t.”

Since signing on as the title sponsor of supercross, Monster Energy has seen Feld gradually expand television coverage of the event. The series last year renegotiated its broadcast agreement with Speed to increase the number of live races on the cable channel from eight last year to 11 this year. The renegotiated deal means that every race this year will be televised live on Speed except six races that are broadcast live-to-tape on CBS.

The companies plan to continue to collaborate on the Monster Energy Cup, which was held for the first time last October in Las Vegas. They created the event together and awarded $1 million to rider Ryan Villopoto after he won the last three races of the year.

“A big part of it for us is how do we bring what Monster represents — youth, excitement, energy, fun — to our fans,” Stjernstrom said.

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