Motorcycles

Energy drink giant Monster will now sponsor NASCAR's top racing series

Energy drink giant Monster will now sponsor NASCAR's top racing series

The two leading players in the energy drink market, Red Bull and Monster, long have sponsored motor races and extreme sports events to help expand the market for their pumped-up beverages.

But Monster Beverage Corp. is hoping for a fresh sales jolt by taking it a step further: The company recently signed a multiyear deal to be the title sponsor of NASCAR stock-car racing’s top series, the nation’s most popular form of motor racing, starting this year.

The circuit had been known as NASCAR’s Sprint Cup Series, but the wireless company departed and Monster stepped in. The series will now be called the Monster Energy NASCAR Cup...

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