Monster Energy is new sponsor of NASCAR Premier Series | Dover International Speedway


December 1, 2016

Monster Energy is new sponsor of NASCAR Premier Series

On Thursday, Dec. 1, NASCAR and Monster Energy announced a multi-year agreement for the Cup Series entitlement as well as the prestigious annual NASCAR All-Star Race.

NASCAR officials announce Monster Energy as the new sponsor of the NASCAR Premier Series in Las Vegas on Thursday, Dec. 1. DIS PHOTO

Monster Energy, which will begin its tenure as naming rights partner on Jan. 1, 2017, will become only the third company to serve as the entitlement sponsor in NASCAR Cup Series history, following RJ Reynolds and Sprint/Nextel.

As part of the agreement, the brand also becomes the Official Energy Drink of NASCAR.

“Monster Energy is a brand built on excitement and enthusiasm, qualities that align with NASCAR,” said Brian France, NASCAR Chairman and CEO.

“This sponsorship position is the most unique in all of sports and entertainment, and we are thrilled to have a partner that will help us further elevate the series. Today’s announcement is the culmination of a thorough search, one that resulted in the right partner at this important time in our sport’s history.”

Dover International Speedway hosts two NASCAR tripleheader weekends in 2017, on June 2-4 and Sept. 29-Oct. 1. The spring weekend is capped with the “AAA 400 Drive for Autism” Monster Energy NASCAR Cup Series race on Sunday, June 4 and the Monster Energy NASCAR Cup Series race on Sunday, Oct. 1, which will serve as the first elimination race in the 2017 Monster Energy NASCAR Cup Series playoffs. Click here for ticket information.

“We at the Monster Mile are proud to welcome Monster Energy into the NASCAR family,” said Mike Tatoian, Dover International Speedway’s president and CEO.

“Today’s exciting announcement is important for both the present and the future of the sport. Monster Energy’s deeper investment in NASCAR will not only benefit their brand, but will also greatly enhance the excitement our fans experience during our two race weekends. We’re looking forward to a great relationship with Monster Energy and a successful 2017 season.”

As part of the agreement, Monster Energy will engage with fans in creative, innovative ways at all race tracks where the Cup Series will race.

“Monster Energy has an established and versatile history in motorsports, and we’re thrilled to take this historic next step,” said Rodney Sacks, Monster Beverage Chairman and CEO.

“We feel strongly that our brand is a perfect fit for this sport and its star athletes. We look forward to interacting with the millions of passionate NASCAR fans week-in, week out.”



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Dover Motorsports, Inc. (NYSE: DVD) is a leading promoter of NASCAR sanctioned motorsports events whose subsidiaries own and operate Dover International Speedway in Dover, Del. and Nashville Superspeedway near Nashville, Tenn. The company also plays host to the Firefly Music Festival, produced by Red Frog Events and Goldenvoice. For more information, visit