Feld Entertainment’s Monster Jam today is announcing a new partnership with America’s Best, the eyeglass and contacts brand owned by National Vision. Financial terms of the multiyear pact were not disclosed, but a source said that official Monster Jam partnerships go for $4-6M annually. As part of the deal, fans who spend $69.95 on glasses or contacts at one of National Vision’s stores can receive a free ticket to one of the monster truck events. Monster Jam truck appearances and driver autograph signings will also take place at stores across the country in ’17. Another at-store promotion will see Grave Digger, perhaps the series’ most well-known truck, travel around to 20 different stores annually. The deal, which was negotiated in-house, will be activated across, TV digital and social media, plus in-store and at-event. National Vision Senior VP/Marketing Alex Louw led negotiations for the brand. Monster Jam declined to disclose how many official partners it has, but said the other categories that it is looking to fill are telecom and auto.
