Why energy drink giant Monster is teaming with NASCAR – Los Angeles Times

The two leading players in the energy drink market, Red Bull and Monster, long have sponsored motor races and extreme sports events to help expand the market for their pumped-up beverages.

But Monster Beverage Corp. is hoping for a fresh sales jolt by taking it a step further: The company recently signed a multiyear deal to be the title sponsor of NASCAR stock-car racing’s top series, the nation’s most popular form of motor racing, starting this year.

The circuit had been known as NASCAR’s Sprint Cup Series, but the wireless company departed and Monster stepped in. The series will now be called the Monster Energy NASCAR Cup Series.

It’s the latest effort by Corona-based Monster not only to stay within striking distance of Red Bull for leadership in the $8.3-billion U.S. energy drink business but also to help offset a slowdown in the market’s overall sales growth.

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