SBJ/April 7-13, 2014/Marketing and Sponsorship

Monster Energy increases commitment to PBR with title sponsorship of premier series in Brazil

Monster Energy is expanding its role with the Professional Bull Riders to become title sponsor of the PBR’s premier series in Brazil.

Financial terms of the deal were not available. The agreement was expected to be announced this week.

The newly titled Monster Energy PBR begins Friday at ExpoLondrina, an agricultural and industrial exhibition in Londrina, Brazil. The tour includes 30 events throughout the country. More than 400 riders will compete for $1.5 million in prize money, as well as for points to qualify for the PBR Built Ford Tough World Finals in Las Vegas and the PBR World Championship.

Along with the title sponsorship, Monster will be featured on in-arena signage, rider uniform patches and television ads on U.S.-based PBR Built Ford Tough Series events that air in Brazil. Monster Energy PBR does not have a television deal. The sponsorship deal also includes Monster product sampling, on-site activations, and social and digital media promotion.

The PBR operates a Touring Pro division in Brazil, but the Monster Energy PBR will feature the country’s top events, similar to the PBR Built Ford Tough Series in the U.S.

Monster signed a multiyear deal with the PBR in 2012 making it the official energy drink of the series. With the expansion to Brazil, the company joins Stanley Black & Decker as the second American brand to sponsor the Brazilian tour, which is the PBR’s most popular international circuit when considering attendance as well as TV distribution and viewership. Australia, Canada and Mexico also boast PBR circuits.

The deal was negotiated in-house.

“We are extremely excited to have such a great partner as title sponsor of our Brazilian series,” said Dave Cordovano, chief global events officer for the PBR, in a statement. “Monster Energy is an iconic brand with worldwide recognition.”

The PBR opened offices in Brazil in 2006. Eight PBR world champions have been Brazilian, the most recent being Silvano Alves in 2011 and 2012.

“Whether in the U.S. or Brazil, the PBR’s intensity and its fan base’s passion align perfectly with Monster Energy’s brand,” said Mitch Covington, vice president of sports marketing for Monster, in a statement.

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