Monster Energy to be NASCAR sponsor replacing Sprint (1 Viewer)

BobE

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LAS VEGAS -- NASCAR is expected to announce Monster Energy as the replacement for Sprint as the sponsor of NASCAR's premier series, industry sources have told ESPN.

NASCAR has scheduled a news conference Thursday afternoon with chairman Brian France, global marketing officer Steve Phelps and "guests" in Las Vegas, and industry sources said Monster Energy would be named as the new sponsor.
Monster Energy to replace Sprint as the title sponsor of NASCAR's premier series
 

seagull

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Can say goodbye to Bud, Miller or Gatoraid in Victory Lane.
 

Sun Wukong

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Monster Energy Cup? It doesn't have a nice ring to it...
If NASCAR ratings and attendance keep declining precipitously the way they have over the past few years, no one will actually be watching to care.
 

geauxboy

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ESPN's Darren Rovell tweeted that the Monster deal is 40 percent ($20 million) of the current Sprint deal, which was estimated at $50 million.
Wow!

I don't think its "Cup" anymore. Gonna be a "premier series". Monster Cup doesn't go right.
 

superchuck500

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Not really. If that's the winners sponsor,that will be in victory lane.
Not necessarily. It's true that the new sponsor can't come in and require Nascar or its teams breach existing sponsorship contracts. But those deals usually aren't for more than a few seasons and the series sponsorship deal could have provisions for exclusivity in the series.

When Sprint signed their deal, it had exclusivity as to wireless carrier sponsorship "at the events" - which included race sponsorships and "on-track" activities to include car sponsorships. It ended up being a bit of a mess because Sprint agreed to "grandfather" existing sponsorships that were under contract but those contracts couldn't be renewed. Cingular sponsored the 31 car and when AT&T acquired Cingular and changed all of Cingular's branding to the AT&T brand, they tried to do the same with the 31 car.

Because Sprint objected, Nascar told RCR they couldn't run the car with AT&T branding because Nascar believed that the grandfather rights only applied to the companies existing at the time of the clause - and could not be passed to another company through merger activity. AT&T went to court and got an injunction that prohibited Nascar from keeping the AT&T logo off of the 31.

A few weeks later, the Court of Appeals overturned that ruling and held that AT&T had no legal standing to challenge Nascar's determination. I believe that the car ran a race with no sponsorship logo at all, then they came to an undisclosed settlement where AT&T left the Cup series at the end of the season and moved to support other RCR operations.

I doubt Nascar would agree that a Monster Energy drink could be exclusive to all beverages, including beer and soft drinks - that seems to broad and something that would be too difficult to manage because those existing sponsorships are big and been around for years. It would be more likely that Monster would become the official and exclusive energy drink . . . so Red Bull, Rockstar, etc. would be out, but it wouldn't impact beer and soda sponsors.
 

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