NASCAR: Concerns over Monster Energy’s future in sport?

Could Monster Energy be one deal and done with NASCAR? Concerns are growing internally that the series could be looking for a new title sponsor.

With Monster Energy coming in as the new title sponsor of the NASCAR Cup Series in 2017, many felt a rejuvenation and perhaps a new direction of excitement would come to the sport. However, burdened by the assumptions of at-track activation and television commercials, Monster Energy’s presence in the sport last year left much to be desired. It is with that in mind that concern grows over the energy drink not renewing their deal yet as title sponsor through 2020.

As reported by SB Nation’s Jordan Bianchi, internal discussions with series officials suggest that the sport is preparing should Monster Energy not renew their deal past the 2018 season. The original deadline to make that decision was set for December, but NASCAR and the title sponsor agreed to an extension to early January. This could be extended once again to early spring, cutting further into any efforts by series officials to find a replacement in time for 2019 and beyond.

Of course, there is a chance that Monster Energy will still renew their deal. They have certainly brought showmanship to the series, partnering to bring events such as motorcycle displays, drift competitions, and mixed martial arts to select races. Many also felt that Monster brought a certain “edge” to the title sponsorship that other contenders like Kroger would not have.

It was just a mere few weeks ago that NASCAR chairman and CEO Brian France was bullish on the future of the sport with Monster Energy, according to SB Nation:

"This is only the first year and there are always growing pains, but we’re thrilled. The promises they’ve made, they’ve kept, with the young demo, edgy shows, edgy marketing, putting our drivers in different places in different light. That’s what we want. They’ve delivered on that."

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However, that optimism that was present a few weeks ago, and even six months ago, may have waned significantly. Now, NASCAR executives are forced for the second time in three years to find potential replacements for their title sponsor. And who knows what they will find this time around.

The sports world has shifted around motorsports in the just one year since NASCAR signed their deal with Monster. Kroger, who was rumored to be one of the contenders for the deal, has signed on as a major sponsor with A.J. Allmendinger and had frequent branding on television broadcasts. It is unknown whether or not they would be willing to step up and step in. It also appears to be a challenge to find sponsors from outside the sport to join.

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Do you think Monster Energy will return as title sponsor of the Cup Series after 2018? Who would replace them if they did leave NASCAR?