Following the end of the 2016 NASCAR season, a lot of news came out about Jimmie Johnson’s record tying seventh national series championship, Daniel Suarez’s historic Xfinity Series championship for Latin America, and Johnny Sauter’s long awaited first NASCAR title. In addition to that, details were emerging daily about each team’s line-up for 2017 as the offseason entered full swing. However, one of the most important details for 2017 was yet to be announced: a title sponsor. At the end of 2014, Sprint revealed that the company would not renew its sponsorship deal with NASCAR following the 2016 calendar, creating an extended search for a new Cup Series sponsor. As 2016 ended, though, the long-discussed negotiations were still underway with many fans wondering if a company would ultimately step forward. Finally, on December 1st during Champions Week in Las Vegas, NASCAR officially announced that Monster Energy drink would become the third title sponsor for the series highest division (“NASCAR”). As a longtime fan of NASCAR, I was excited about the Monster Energy news because a title sponsor ensures publicity for the sport and money to keep the series going. However, I was skeptical about Monster Energy as that outlet due to Monster’s sponsorship of many sports entities and the brand’s lack of connection to the history of our sport. Nonetheless, I was supportive of the new title sponsor. Unfortunately, Monday’s announcement of the series logo and name have completely changed my optimism. NASCAR released a brand new premier series logo and NASCAR’s highest division will now be called the “Monster Energy NASCAR Cup Series,” which will “represent a new era in NASCAR” (“NASCAR”). As I read the press release for the first time, I was completely disgusted, to say the least. Seeing Monster Energy placed before NASCAR is not only disrespectful for such a historic sport, but it is reflective of an attitude in which NASCAR is viewed lesser than all other major North American sports. Because of that, I will not only abstain from saying Monster Energy NASCAR Cup Series, but I will always say NASCAR Monster Energy Cup Series.
To most, the difference in word choice appears to be inconsequential and not much of a change. However, I have a much different opinion with specific reasons as to why I place NASCAR before any sponsor, including any future sponsors. This isn’t about Monster Energy, but American commercialism itself. Firstly, placing a sponsor before the sanctioning body’s acronym displays money over history for NASCAR. I will admit NASCAR is a sport with a lot of ties to money in recent years, but this takes it a bit too far. A contract for a title sponsor should never supersede the value and recognition the word “NASCAR” gives to the sport. Winston and Sprint both signed on for more money, but the notoriety of the sport and the power of men like Bill France Sr. kept the title sponsors in line. To Winston and Sprint, sponsorship was more about broadcasting the history and appeal of NASCAR to the world, but Monster Energy is concerned with their brand being put everywhere, which is utterly disrespectful to pioneers and legends who fought hard to make NASCAR reputable in the first place. Secondly, placing Monster Energy in front of NASCAR makes the historic sport appear like all other sports and teams Monster Energy supports. Just think about Monster Energy Supercross. While I will admit dirt bike racing is popular and fans do enjoy watching Supercross travel to stadiums across the country, it isn’t a nationally recognized sporting event. By virtually pushing the American Motorcyclist Association, or AMA, out of the name for the sporting division, Monster Energy killed any chance of making the association nationally known. Even more importantly than that, Monster Energy’s focus on tons of sporting series and events promotes the idea that NASCAR won’t receive a huge boost in audience awareness like Brian France is promising. As NASCAR has been hurt more and more recently with low car counts and a stock brokering charter system centered on money, a sponsor needs to focus attention on the sport and build it back to where more people watch. An audience discussion leads to my third point.
As a third point, let’s discuss this new audience NASCAR is seeking with a Monster Energy sponsorship. There are many old-school NASCAR fans from the 1980s, 1990s, and early who were turned off by the corporate landscape of the Sprint days in NASCAR, but Monster Energy adds another wrinkle to that. As I see it, the energy drink appeal is focused on teenagers like myself and even young adult fans reaching their late twenties. While this is important for building the future of the sport, it is important not to push away older fans. NASCAR has thoroughly chased away old-school fans while at the same time failing to attract young fans due to not understanding the new generation of social media and technology. Ultimately, no change is going to solve all issues NASCAR faces, but giving Monster Energy the opportunity to chase away old-school fans and struggle to bring in new fans doesn’t help at all. Finally, Monster Energy tosses around their brand like it is so iconic as I mentioned earlier, but they aren’t willing to pay. Per SPORTSBUSINESS DAILY, the Monster Energy deal is “a two-year deal with a two-year option worth about $20M annually in rights” (Sources). For those not knowledgeable of Sprint’s sponsorship investment, it was upwards of $75 million and the deal was for ten years beginning in 2004 before it was picked up for three more years following the conclusion of the 2013 season. In case you aren’t a math expert, that is a difference of $55 million when the new deal should be worth more than the old one. To me, this indicates that even though Monster Energy has a lot of rhetoric about building up the sport and adding a new generation of fans, the money is not there at all and the length of the contract isn’t either. For sports, an extended period is needed to bring continued awareness Honestly, it appears as if Monster Energy sees the sponsorship of NASCAR’s PREMIER series as a portfolio addition for future sponsorship while the company doesn’t have to do much. I would hope not, but the lack of a long-term investment or financial support seems unsure. As Monster Energy looks to attract a new audience without spending much money or effort in the sport I love, the brand proves that using Monster Energy NASCAR Cup Series will be something I never do.
I am a lifelong NASCAR fan and there are only two things that could completely end my fandom: driverless cars and Darlington’s only NASCAR date given away to some track built in the 1990s. I say this because I remain optimistic about the future of our sport even with Monster Energy’s belief that their brand is more recognizable and important than NASCAR, which is ridiculous. I truly support Monster Energy as NASCAR’s premier series sponsor because I believe the brand will use some unorthodox advertising tools to attract more fans to the sport and Monster will provide the sport new avenues. While some fans will always be chased away, which isn’t NASCAR’s fault, I hope double the fans are added for every one lost. Still, though, I will never use Monster Energy NASCAR Cup Series in any of my conversations about the sport’s highest series or in articles. In fact, nothing can change this belief in my mind. NASCAR needs to be put first because the sanctioning body is iconic and without the formation of NASCAR, none of this would be possible. Because of that, I will always put NASCAR first due to its history, recognition, and positive future. In 2017, I am positive that Monster Energy will make a positive impact on NASCAR and the NASCAR Monster Energy Cup Series will be bigger, bolder, and faster in its first season with the brand-new title sponsor.
Works Cited
“Monster Energy NASCAR Cup Series Logo.” NASCAR Inc., 19 Nov. 2016, www.nascar.com/en_us/news- media/articles/2016/12/19/monster-energy-nascar-cup- series-unveiled-premier-series-name.html.
“NASCAR Reveals New Brand Identity, Premier Series Name and Logo.” NASCAR.com, 19 Dec. 2016, www.nascar.com/en_us/news- media/articles/2016/12/19/nascar-reveals-brand-identity- premier-series-name-logo.html.
“Sources: Monster Energy's NASCAR Deal a Two-Year Pact with Two-Year Option.” SPORTSBUSINESS DAILY, 12 Dec. 2016, www.sportsbusinessdaily.com/Daily/Issues
/2016/12/12/Marketing-and-Sponsorship/Monster.aspx.
