NASCAR has found its title sponsor for its premier series.
The sanctioning body announced Thursday (Dec. 1) that Monster Energy will assume the role of title sponsor for the series, which was previously called the NASCAR Sprint Cup Series, in 2017.
An official name of the series was not available at press time. Historically, the sponsor has accompanied the Cup Series branding, but it was unclear if that tradition would continue with Monster.
“Monster is going to interact with our fans in a way no one has before — on and off the track,” Brian France, NASCAR chairman/CEO, said in a press conference announcing the deal.
Monster’s announcement as the series title sponsor comes almost two years after Sprint initially announced it would no longer sponsor the series as it had in name since 2008 and as Nextel between 2004 and 2007.
With the new role as series sponsor, Monster Energy is the official energy drink of NASCAR and will also have naming rights to the All-Star Race held each May at Charlotte Motor Speedway.
Additionally, the energy drink company will continue to sponsor Kurt Busch’s No. 41 for Stewart-Haas Racing. It is currently a co-primary sponsor for the team, along with Haas Automation.
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