Monster signed a two-year deal to sponsor NASCAR's Cup Series in December '16GETTY IMAGES
NASCAR Chair & CEO Brian France yesterday expressed optimism that Monster Energy will "remain as series sponsor after this season," according to Dustin Long of NBCSPORTS.com. Appearing on “SiriusXM Speedway,” France said Monster has had a "really good run with us, and we've had a good run with them" after signing the energy drink in December '16 to a two-year deal for '17-18. France: "My hope and feeling is that that's going to continue. ... They’ve been good partners. They’re bringing a lot to the sport. They’ve got a lot on their plate and so do we. We’re working with them to make sure that we have as long an agreement as we can. I think we will." NASCAR has pushed back a Dec. 31 deadline for Monster to renew its deal beyond '18, and France did not specify what the new deadline is. He said, "We just look at our partners differently. We work though everything. Everything to us is long term, whatever that means in a given relationship." Monster Chair & CEO Rodney Sacks last month said the company was "evaluating" its future with NASCAR (NBCSPORTS.com, 2/6).
CHANGING TIMES: F1 last week made the decision to do away with its "grid girls," and in Orlando, David Whitley wonders what NASCAR will do with the "Monster Energy Girls." Given how hard it was for NASCAR to "find a title sponsor after Sprint left, it’s hard to imagine it would tell Monster Energy how to market itself." But NASCAR "doesn’t have much choice" and needs to "tell the Monster Energy Girls to hit the road" (ORLANDO SENTINEL, 2/7).
