- Monster Energy has been presenting sponsor of SMX World Championship since 2023
- New agreement includes pass-through rights to retailers
Energy drink giant Monster Energy has agreed a five-year, eight-figure deal to become the first entitlement partner of the SuperMotocross (SMX) World Championship.
The agreement also sees Monster’s title sponsorship of the Supercross Championship extended through the 2030 season.
Monster Energy already has a long history with this motorsport discipline, having been the title sponsor of Supercross since 2007. The brand agreed its most recent extension in 2023, which included the presenting sponsor rights to the SMX World Championship until 2025.
“Monster Energy’s expanded title sponsorship of the SMX World Championship further showcases their deep commitment to the sport and its fans,” said Dave Muye, vice president of global partnerships for Feld Motor Sports, promoter of Supercross, and SMX.
“We share the same loyal and passionate fanbase craving adrenaline-fueled experiences, making this partnership a continued natural fit that fuels excitement on and off the track.
“Monster’s shared vision for growth and constant innovation is what has made our relationship so successful over the years. I can’t wait to see what we accomplish together in this new chapter.”
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Monster Energy is deepening its relationship to strengthen its connection with fans. This new agreement includes pass-through rights to retailers, with SMX providing support and promotions to drive fans towards grocery and convenience stores in each market.
Monster’s recycling programme for its cans, which grants free entry into the Supercross FanFest, will also continue. The initiative is expected to reach two million recycled cans by 2026.
In addition, a new licensed product framework will expand opportunities for fan engagement. Monster will also maintain a significant presence at the pre-race FanFest, with unique activations including free on-site haircuts, tattoo artists, VR simulators, product sampling, and motorsport stunts and performances.
“Monster Energy first teamed up with Feld Motor Sports as the title sponsor of Supercross in 2007, and nearly two decades later, the partnership is as strong as ever,” said Mitch Covington, senior vice president of motorsports at Monster Energy.
“We’re proud to announce that we are now the title sponsor of the SMX World Championship and have extended our title sponsorship of Monster Energy Supercross through 2030 – making it one of the longest running partnerships in our history. Supercross has played a major role in building Monster Energy into the global brand it is today and we couldn’t be more excited to continue fueling the sport and its incredible fans for years to come.”
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