Seeking a sponsorship jolt
Flashy, sexy Monster Energy on board in a bid to make NASCAR hip again.
Kurt BusDAYTONA BEACH, FLA. — ch’s car could have been parked at an auto show. Models in skimpy attire lingered around his Monster Energy car, posing for fans wanting snapshots and selfies.
Even among the cluster of candy, beer and f ast-food companies adorned on cars lined on the grid at Daytona International Speedway, the oversized green “M” claw on Busch’s Ford caught the eye.
Monster had sponsored Busch, the 2004 NASCAR champion, in the Cup series the last two seasons. But the Clash at Daytona was the debut for the energy drink giant as the title sponsor for the elite Cup series.
Spirits were high around the No. 41. The initial buzz wore off when Busch slammed the car into the wall early in NASCAR’s kickoff race, crunching the hood and leaving the squiggly “M” claw flapping as the car skidded across the track and into the infield grass.
Mitch Covington, Monster’s vice president of sports marketing, watched the race and shrugged off the early exit.
“I had to call Kurt up and tell him good job,” Covington said. “He didn’t appreciate it because he wanted to win the race. Hey, you know, if
you’re not going to win, crash ’em hard, man. Look good.”
Monster, after all, has crafted a party-brand image on looking good.
“It’s built on girls, parties and motorsports,” Covington said.