• Loading stock data...
Wednesday, February 21, 2024
Register Now for Future of Sports: Cybersecurity

NASCAR Roundup: New Naming Rights Deal and New Parts for SHR

NASCAR CEO Brian France and Monster Energy Chief Marketing Officer Mark Hall finalize the sport's newest deal. (Photo via gettyimages.com)

NASCAR CEO Brian France and Monster Energy Chief Marketing Officer Mark Hall finalize the sport’s newest deal. Photo via gettyimages.com

As the final Sprint sponsored Cup season came to a close in November 2016, NASCAR was on track to find and cultivate a new sponsor and all around mojo. In came Monster Energy, who has now taken over as the title sponsor for NASCAR by renaming the series and even revamping the logo for the first time in 40 years.

The move to Monster Energy serves as the third sponsor change in the sport’s history and one that NASCAR’s leadership is excited about.

“Monster has built its brand on racing and motorsports,” said NASCAR CEO Brian France “and NASCAR is the pinnacle of motorsports in America.”

As of January 1st, this will be the new logo NASCAR uses as part of the new partnership with Monster Energy (image via NASCAR)

As of January 1st, this will be the new logo NASCAR uses as part of the new partnership with Monster Energy Image via NASCAR

On top of the NASCAR brand sponsorship, Monster has stakes in Motocross and even the №41 car of the Stewart-Haas team; which will continue to run the Monster Energy Ford Fusion in 2017.

The details of NASCAR’s deal with Monster Energy include a two-year deal with a two-year option worth around $20 million each year. According to Adam Stern of Sports Business Journal, these numbers would make the deal worth more than 2.5x less than the deal Sprint had.

In addition to naming rights, Monster will also usurp Coca-Cola as the official drink of the sport.

With the new season right around the corner, the toughest task becomes getting fans adjusted to the new sponsor and all of the changes that come with it, some of them being the first changes in over four decades.

With demographics that most of NASCAR’s fans to be over 35, the change in title sponsors could help draw in more of the younger crowd that every league and sport is fighting for.

The brand value of Monster and who their following is could have been a key reason for the new partnership as even in France’s interview he described Monster as edgy and ‘fun’, nine times.

With the Daytona 500 looming in February, only time will tell as to the success of the new sponsorship.

Stewart-Haas Racing’s Move to Ford Fusions

As mentioned above, Stewart-Haas Racing (co-owned by former champion Tony Stewart) will continue to run the Monster Energy car in 2017. The biggest news out of four car team, that now includes two champions, is that starting this season they will run Ford Fusions instead of the Chevrolet SS model.

With the change, they will no longer be a satellite team of Hendrick Motorsports and will now receive Roush Yates Engines equipment; who caters to the Ford driven teams.

The competitiveness of SHR will increase the demand in parts from Roush Yates, and do Ford better all around.

Since 2009, SHR has won 31 races and two championships in 2011 and 2014. Ford however, has not won a championship since Team Penske in 2012.

With the addition of SHR, Ford will field four top charter teams in 2017 and have the ability to better compete for the first Monster Energy NASCAR Cup title.

When asked, 2014 NASCAR champion Kevin Harvick stated he is cautiously optimistic about the transition but expects there to be bumps along the road, “I couldn’t ask for a better group of people. It’s a bunch of racers, and I think it’s going to be a long winter, but with a group of racers like we have, we should hopefully fire off where we have been.”

The retirement of Tony Stewart will land Clint Bowyer, Harvick’s former teammate at Richard Childress Racing, and previous H-Scott team in the №14 car.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

NASCAR Cup Series driver Bubba Wallace (23), in a Star Wars rebel alliance X-wing fighter pilot-inspired race suit, motions to the crowd to get louder during the driver introductions for the Cup Series Championship race at Phoenix Raceway in Avondale on Nov. 5, 2023.

Celebrity Owners, International Ambitions, and $7B Media Deals: Welcome to the New NASCAR

NASCAR boldly keeps pace with the increasingly competitive sports and entertainment world.

FOS With Ryan Blaney: NASCAR Champ Talks Netflix, Racing Changes

NASCAR’s 2023 champion chats with FOS ahead of the Daytona 500.
Sponsored

NASCAR Capitalizes on the Sportswear Boom in a New Deal With ’47

With the new partnership between ’47 and NASCAR, racing fans can express their love like never before.
Netflix

Still No. 1. New WWE Partner Netflix Reaffirms Top-Dog Status

Streaming giant surpasses 260 million subscribers, beating Wall Street expectations.
podcast thumbnail mobile
Front Office Sports Today

Deconstructing the A’s and Their Messy Move

0:00
0:00

Featured Today

Sabrina-Steph Wasn’t the ‘Battle of the Sexes’—But It Was Part of the Bigger War

The competition could play a factor in increasing the WNBA’s media value.
February 16, 2024

Wilson Introduced an Airless Basketball for $2,500. We Had Questions

The black, 3D-printed ball appeared in last year’s Slam Dunk Contest.
Emily Henegar, a baker and content creator, made a batch of NFL-inspired cookies featuring Taylor Swift and Travis Kelce.
February 11, 2024

The ‘Life-Changing’ Economy of Taylor Swift’s NFL Outfits

Appearing in Swift’s game-day wardrobe has been “life-changing” for small businesses.
February 11, 2024

Tom Brady’s Post-Retirement Embrace of Las Vegas

With business all over town, one partner says, ’He’s going to be a great addition to the city.’

Careers

Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Finance Manager
FanDuel
New York, NY
Senior Technical Artist - Sports Technology
EA Sports
Orlando, FL
Assistant Manager, Affiliate Operations
Adidas
Portland, OR
Drew Brees smiling while wearing hat

Drew Brees, PointsBet Pull Off Elaborate Lightning Publicity Stunt

The video racked up over 2 million views in about 12 hours.
al michaels and kirk hergstreit
September 15, 2022

Amazon’s Advertising Blitz Ahead Of First ‘Thursday Night Football’

‘Thursday Night Football’ has launched massive marketing takeover ahead of Chiefs-Chargers.
September 16, 2022

NBA Legend Scottie Pippen Latest Celebrity To Endorse LIV Golf

The former Chicago Bull is part of LIV’s celebrity marketing campaign.
Sponsored

Live Sports Are Now High-Tech Experiences

Oracle is leading the technology revolution happening in stadiums across the world.
June 21, 2022

NBA Finals Broke Records on Social Media

The NBA closed out the season with a bang on social media, eclipsing 2 billion video plays for a 19% increase over last year.
June 21, 2022

Gallo Winery Could Be New Player For Super Bowl Spots

Anheuser-Busch is giving up Super Bowl alcohol exclusivity for first in decades. NFL sponsor E. & J. Gallo Winery might step up with own commercials in the Big Game.
June 13, 2022

NBA’s Latest Floating Court Hits London’s River Thames

Hennessy continued their global initiative with the NBA by creating a floating court in the River Thames.
June 13, 2022

Steph Curry Is NBA’s Social Media King

Steph Curry isn’t only dominating on the court, he’s become the king of the NBA’s social and digital push.