Monster Energy Supercross saw incremental growth across the board in ’17, according to TV ratings and statements from series owner Feld Entertainment. The dirt-bike series averaged 343,000 viewers on FS1 this season, up 9% from 315,000 last year. Feld says the series also saw an attendance gain of around 7-9%, as the average crowd went from 42,000 last year to 45,000-46,000 fans this year. From a sponsorship perspective, the series signed extensions with title sponsor Monster, which is now on board through ’21, and Toyota, which extended for two more seasons. Feld Entertainment Senior Dir of Global Partnerships Aaron Anderson attributes the upticks to an adjustment in "format and level of activity that we offer people, so it’s a fast-paced environment." Anderson: "We’re creating an environment where people can engage more easily, and Monster is a big part of that.” He noted that ticket prices were lowered this year to around $40 on average so that “people aren’t breaking the bank to come to our events.” He said the series’ can-redemption program it does with Monster, where fans who bring an empty can to a race get pit access, continues to do well, and has seen more than 1.2 million Monster cans used as part of the program. Anderson added that the series is looking at making some schedule changes for next year, and that he is already aware of two events coming off the slate due to low attendance.
