Monster energizes NASCAR Cup Series.
FONTANA, Calif. - The bits of rubber on their lips and taste of gasoline fumes in their mouths were washed down with another pull on the large black cans fans held as they stood along the fence line.
About 40 minutes before the green flag for the Monster Energy NASCAR Cup Series race at Auto Club Speedway two weeks ago, the grand finale of the smoke show was rising to a decibeland-dust climax on the midway behind the grandstand. Riders on HarleyDavidsons peeled down a long straightaway before positioning themselves along plastic barricades to vaporize their tires as fans raised fists and drinks in approval. Desert trucks careened around a massive inflatable version of a Monster Energy can and motocross bikes soared over a series of high-jump ramps.
At the periphery, former Motley Crue drummer Tommy Lee chatted with motocross riders, lured to his first NASCAR race in “several years” at the behest of Monster Energy. The 54-year-old Southern Californian was a nose-pierced and skull ring-wearing representation of this grand experiment between NASCAR and Monster Energy.
“I prefer drag racing, going super-fast, superquick,” Lee told USA TODAY Sports. “Watching people go around in a circle is not my favorite thing, but in the same breath, I’m excited because I haven’t been to a NASCAR race in a while. Maybe it’ll reignite something. Who knows.”
After entering its first season as title sponsor of NASCAR’s top series in an uncharacteristically understated fashion, Monster Energy unleashed its largest and most bombastic “Smoke Show” at the track nearest its Corona headquarters, with the requisite celebrities and a supportive off-road and motocross fanbase within easier reach.
Monster Energy vice president of sports marketing Mitch Covington has espoused the company’s foundation is built on “girls, parties and motorsports” from the beginning, but the transition from the staid corporate Sprint persona has been fitful, even if expectedly unconventional.
Image-conscious NASCAR and some of its conservative fans continue to assess the parlay of needed sponsorship dollars and the allure of a younger fan base with the trappings that come with an edgy brand.
As temperatures rose, NASCAR series officials sipped from black cans of “Tour Water” – canned water – which are differentiated from other Monster Energy products by its silver tab color, supporting the brand while indulging in the palpitations of the spectators.
The Monster Energy Girls often have been a focal point. Kelley Earnhardt Miller, co-owner and vice president of JR Motorsports, and Sherry Pollex, girlfriend of Cup driver Martin Truex Jr., were critical last month on Twitter about their use at a glam new red carpet walk to the drivers’ meeting.
A YouTube video entitled “Monster Energy Girls – NASCAR Edition” featured the analysis of freestyle motocross rider Jeremy Stenberg, who quipped: “Without chicks, you ain’t bringing young people here.”
NASCAR MONSTER ENERGY CUP O’Reilly Auto Parts 500
Track: Texas Motor Speedway, Fort Worth. Schedule: Friday, practice, 9 a.m. (FS1), qualifying, 3:15 p.m. (FS1); Saturday, practice, 6:30 a.m., (FS1), practice, 9 a.m. (FS2); Sunday, race, 10:30 a.m. (Channel 10). Race distance: 501 miles, 334 laps. Outlook: Brad Keselowski, who last week became the first driver in 2017 with multiple wins, is 34 points behind Kyle Larson in the standings but leads the series with 10 playoff points. … Chase Elliott already has three top-five finishes, and he was fifth and fourth in races at Texas last year.
INDYCAR Toyota Grand Prix of Long Beach
Track: Long Beach, Calif., street course Schedule: Friday, practice, 2 p.m. (NBCSN); Saturday, qualifying, 3:30 p.m. (NBCSN); Sunday, race, 1 p.m. (NBCSN). Race distance: 167.28 miles, 85 laps. Outlook: Sebastien Bourdais, who came from the back to win the opener in St. Petersburg, won at Long Beach from 2005-07, and Will Power won in 2008 and 2012.
OTHER RACES
Formula One: Chinese Grand Prix, Shanghai. Saturday, 11 p.m. (NBCSN). Xfinity: My Bariatric Solutions 300, Fort Worth, Texas. Schedule: Friday, practice, 11:30 a.m. (FS1), practice, 2 p.m. (FS1); Saturday, qualifying, 7:35 a.m., (FS1), race, 10:30 a.m. (Channel 10).