Monster's first official race as title sponsor of NASCAR's Cup Series begins with Sunday's Daytona 500, but "conspicuously absent" from Daytona Int'l Speedway is currently "any signage related to Monster Energy," according to Jordan Bianchi of SB NATION. There was "hardly a logo to be found" at the track Saturday prior to the Advance Auto Parts Clash, which was held yesterday due to weather. However, there was a "limited selection" of Monster hats in the merchandise tent. Monster Energy VP/Sports Marketing Mitch Covington said that the "lack of advertising was due in part to logistics, but also intentional." Monster is instead "focusing the bulk of its marketing efforts" on the Daytona 500. Covington said Monster wants to avoid going "over the top and over-brand (the series)." Covington: "We want to go into the season and learn as we go. And I think you'll see our presence build somewhat as the races go. Some races we'll have more presence than others. We really just want to build it out first, (rather) than go all-in for the first weekend and the Clash. ... We don't want to come in too hot and offend the fans and be too obtrusive" (SBNATION.com, 2/18).
BIG PRESENCE: SPORTSBUSINESS JOURNAL's Adam Stern reports Monster will host about 200 corporate guests and VIPs at Sunday's Daytona 500, which is "what the company had initially targeted." Covington said that Monster will "have a 200-by-200-foot display featuring models, music and product sampling." He added the company will "be sampling in the fanzone every week; it was one of the major entitlements we got in the deal." Monster has previously said that it "expects to bring at least a dozen of its Monster girls to races, as the models play into the three pillars of the brand: girls, music and racing." Monster will have a "presence in victory lane that goes beyond signage, and the company wants to take many of its guests into victory lane each week" (SPORTSBUSINESS JOURNAL, 2/20 issue).
GIRLS JUST WANNA HAVE FUN: USA TODAY's Luke Kerr-Dineen noted the Monster Energy girls and their "'inappropriate' outfits" drew a number of complaints from NASCAR fans on Twitter this weekend (USATODAY.com, 2/19). The outrage "spanned from mild disappointment to full on rage for what the women wore down on Victory Lane" (WTSP.com, 2/19). USA TODAY's Nina Mandell notes NASCAR fans who were "shocked by the appearance of the Monster Energy Girls’ outfits this weekend ... clearly didn’t hear the promises" Covington made earlier this year (USATODAY.com, 2/20).
