Feld Motor Sports signed Monster Energy to become an official sponsor of its freestyle motocross show, Nuclear Cowboyz. The three-year deal is valued in the mid-six figures annually. It is Monster Energy’s fourth major sponsorship with Feld. It also sponsors the monster truck series, supercross series and the Monster Energy Cup, an invitation-only supercross race. Nuclear Cowboyz features dancers, kung fu artists and freestyle motocross riders acting out a story against a backdrop of pyrotechnics and heavy metal, dubstep and hip-hop music. It will open its fourth year of arena tours in January and will visit 15 venues. At each event, fans that bring Monster Energy cans will get access to a “Lightning Lane” that provides them with shorter lines to get autographs of participants in the show. Feld execs expect 500-700 Monster Energy redemptions per show. Feld Senior Dir of Sponsorship & Strategic Alliances Dave Muye said, “This isn’t a traditional motorsports event, so it was about finding the right partner who we could build into the program organically. We got them excited about the property and sold them a retail traffic driver and then built it out. They really liked it.”
