The publicity caused by some NASCAR team owners' responses to the protests around the NFL "likely will not impact" Monster Energy's time in the sport, according to Brant James of USA TODAY. Monster Energy is in the first year of a two-year deal to serve as the title sponsor of NASCAR's top series, and Monster VP/Sports Marketing Mitch Covington said, "The comments should have no effect on our decision." President Trump earlier this week praised NASCAR on Twitter for its "unanimity with his view" that athletes should stand during the national anthem. However, NASCAR has "become a foil for late-night television," with CBS' Stephen Colbert wondering how African-American driver Bubba Wallace "could make a lap without being stopped by police, even including Monster Energy in his punchline." Reaction to the issue "would seem important as Monster Energy must inform NASCAR this year whether it will pick up" a two-year option that would run through '20 (USATODAY.com, 9/27). SPORTSBUSINESS JOURNAL's Adam Stern cited sources as saying that Monster Energy has "requested more time from NASCAR to decide whether it wants to renew its title sponsorship." Sources said that the energy drink brand is currently "contractually obligated to let NASCAR know by this December whether it would pick up the option" (SPORTSBUSINESS JOURNAL, 9/25 issue). Meanwhile, Stewart-Haas Racing VP/Sales & Marketing Mike Verlander told THE DAILY last night that he hopes to have Monster’s renewal with the team’s No. 41 Ford driven by Kurt Busch completed in the next three to four weeks (Adam Stern, Staff Writer).
