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Monster Energy executive says ‘we’re going to bring a party’ to NASCAR


A Monster Energy executive told SiriusXM NASCAR Radio on Thursday that “we’re going to bring a party. We’re going to bring girls. We’re going to have a lot of fun’’ at NASCAR races.

This season marks Monster Energy’s debut as title sponsor of NASCAR’s Cup Series.

Mitch Covington, vice president of sports marketing for Monster Energy, was on SiriusXM NASCAR Radio’s “Tradin’ Paint’’ show to talk about what fans might expect from the new sponsor.

“Monster, we were built on girls, music and racing,’’ Covington said. “We think that fits with NASCAR really good.’’

Covington was asked how NASCAR and the racing will look under Monster’s sponsorship.

“We want it to have a Monster look and feel to it, for sure,’’ Covington said. “At the same time, we want the racing to be really exciting, and NASCAR has been very open to be willing to change some formats and things. I don’t have any specifics. Anything that can make it better for the fans.

“There’s 2.5 million or so that go to a race in a year, and there’s 180 million that watch it on TV. While we want to have a great experience at the track, we have to keep that in mind, too, how it looks to all the fans at home.’’

“We went into this at the end of the season at the last minute. We’re going to have to kind of learn as we go. We don’t pretend to have had a plan mothballed in the closet over there in case we sponsored NASCAR. We’re going to be learning and watching everything that goes on to hopefully, as we go, make it better.’’

Covington said that Monster Energy is excited about the NASCAR fan base and how both can interact, saying that “we look forward to exposing our line of products and our lifestyle and our culture to some people that maybe have not experienced it before.

“Would we like to see more young people get involved? Of course we would. That’s the future of the sport and the future of the fans. We have to bring some young people into the sport, but, at the same time, we consider all ages our people.’’

Also about the fans, Covington said that Monster wants “the NASCAR fan base to look at us as one of them and supporting their sport and really authentically ingrained into NASCAR racing.

“NASCAR is kind of the pinnacle of racing in America. Monster is an American brand. We have a global presence, but at the root of things, we’re an American brand. Being an integral part of NASCAR is really special for us because it’s the biggest form of racing in America and we want to be there.’’

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