It Will Take Monster Energy To Excite Youthful Fans


It sounds good, Monster Energy is the new title sponsor for NASCAR’s premier series. Cellular communications is so ten years ago. In so many ways, it’s a big hit.

Monster Energy is a cutting edge brand. Energy drinks have really only been recognizable in the market for about a decade. Remember when we were younger and it was the soda makers that dominated the market? Times have changed. Coca-Cola and Pepsi have been replaced with the likes of Monster, Red Bull and Rock Star. Though they’ve been around only a short time, the brands have become ubiquitous.

Monster Energy and the others have become ever-present thanks to an already active marketing presence. That presence includes NASCAR, where the brand owned by Hansen Natural Corp. has already had a relationship with Kurt Busch that will continue. You see that black can with the green letter “m” dripping down, you know who that is.

Another plus is the brand possesses a clean image. While there are legitimate concerns about the over-consumption of the taurine and caffeine beverages, there’s none of the stigma typically associated with alcohol and tobacco products.

NASCAR Nation is abuzz with how this will help the sport catch on with the youth market. It will be an attention getter, it’s a departure from the redneck caricature, but thinking this is the magic bullet is to put it politely, wrong-headed.

It’s still about the racing, stupid. It’s possible Monster Energy will catch the attention of new fans for a little bit, but if the racing is boring, forget about it. The sizzle is great, but if the steak is sub-par, NASCAR won’t keep any new fans they get. While a sponsor can add a certain appeal,  it’s safe to say the average fan doesn’t care if Preparation H is the title sponsor.

NASCAR has Monster Energy for a new sponsor. This is a good thing. This will keep money pumping into the sport. That aside, NASCAR still has plenty of work to do- not just to attract new fans, but stem the flow of bleeding of fans from the tracks and TVs on race day.