The final round of the 2018 Monster Energy FIM Motocross World Championship was marked with multiple announcements of new deals for Monster Energy, as the energy drink titan confirmed extended agreements with the Youthstream-MXGP race series organization and both the Yamaha and Kawasaki factory racing efforts. This is a massive sign of Monster Energy’s continued investment in motocross as a source of branding, something the brand has pledged to support as it adds other motorsports like NASCAR into the sponsorship portfolio.
Per a report from Morgan Stanley released earlier in the year, Monster Energy is currently the top energy drink brand in the United States and because it is publically traded company, compared to Red Bull’s private holding, has garnered plenty of investor appeal in the marketplace. Red Bull continues to be the top brand in European and other international markets, but wide-reaching sponsorship deals and new product rollouts by Monster Energy indicate the brand is determined to grow more overseas.
Monster Energy has been the title sponsor of the FIM Motocross World Championship since 2011 and this new agreement with organizer Youthstream will extend the deal for another five years. In addition to the title sponsorship of the series, Monster Energy will also be the title sponsor for the Motocross of Nations event, any future MXGP of USA event, and one MXGP event in Europe.
Youthstream President Giuseppe Luongo: "The work done together with Monster Energy to develop MXGP and Motocross in general since 2011 has been tremendous and we are delighted to renew our collaboration together so that this work can continue. Since the beginning of our partnership the FIM Motocross World Championship and the FIM-E Motocross European Championship have made mighty steps forward and we would like to thank Monster Energy for all they do for our sport and for pursuing this adventure together into the future."
Monster Energy's Senior Director of Motorsport David Gowland: "Monster Energy is very happy with the announcement of a five-year extension of our sponsorship with Youthstream. Being a part of a World Class Series like MXGP is something we at Monster Energy are very honored and proud of. Monster Energy's core DNA is motorsports and over the years we have grown our partnership with the series to great success. Both parties have worked very well together understanding the sport and sharing the massive passion for world class motocross racing which is in our genes. Monster Energy looks forward to the next five years as it did to all the years since we started this project together in 2011. I'd like to express my gratitude to everyone who has played a part in all of our current and future successes."
For the agreement with Yamaha, Monster Energy’s sponsorship will extend through all factory and satellite motocross racing efforts associated with the brand through 2021. This means existing deals between the Monster Energy Yamaha Factory MXGP Team, Kemea Yamaha Official MX2, and ASTES4-TESAR Yamaha Official EMX250 will continue, but will now include the Wilvo Yamaha Official MXGP and MJC Yamaha Official EMX125 through 2019. In addition to this, the correct team names for the Kemea MX2 and Wilvo MXGP teams will now become Monster Energy Kemea Yamaha Official MX2 and Monster Energy Wilvo Yamaha Official MXGP, respectively.
Yamaha and Monster Energy used the final round of the 2018 MXGP series to debut the look for the 2019 Monster Energy Yamaha Factory MXGP team bikes that will be piloted by Romain Febvre and Jeremy Seewer, which is shown in the image above.
Paolo Pavesio, Yamaha Motor Europe Marketing Division Manager: We are very proud to announce the further reinforcement of the partnership with Monster Energy, which is now covering all of the Teams that we are directly supporting in the MXGP paddock. I see this as a proof of appreciation towards Yamaha Motor Europe’s MX racing strategy, and also for the precious partners, which are the Teams that we are racing with. Under the umbrella of the new MotoGP agreement and the reinforcement of the relationship in MXGP, it has become clear that Monster Energy is a great strategic partner that allows us to provide our loyal fans with adrenaline and emotion filled weekends, and hopefully victories!”
Mitch Covington, Vice President Sports Marketing Monster Energy: It’s been a good while since we first linked up with Yamaha in MXGP; ten years ago actually when we won the 2008 title together and we also added another one since then with Romain, so it’s cool to be able to show off the 2019 colours today and announce that our journey in this series will continue on together. We feel that Yamaha ‘get’ the brand, and know how Monster Energy wants to go racing. We have a good connection in MotoGP and now MXGP again for the future and we’re looking forward to more success.”
For the agreement with Kawasaki, Monster Energy will be the title sponsor of the factory KRT team of Clement Desalle and Julien Lieber. Kawasaki Europe and Monster Energy have been partners for five years in the motocross circuit, which mimics the deal in the United States with the factory race team and Pro Circuit satellite squad, along with a similar deal in World Superbike.
Mitch Covington (Monster Energy): "Monster is proud to continue with the Kawasaki Racing Team; Thierry has been a solid partner with Monster for a long time and we appreciate his passion for the sport and excellent team to represent Monster Energy."
Steve Guttridge (Kawasaki Motors Europe): “The news that we will be continuing the great partnership and relationship with Monster Energy and our Factory MXGP team is very much appreciated by all at Kawasaki. The hard work that the team and KHI have put into this season again on the KX450F-SR means that Clement remains the only rider in the class to have won a GP by beating both the defending and new world champions! The level of competition in MXGP is incredibly high but, with Monster Energy’s support confirmed, we will continue to build the strongest possible foundations with the factory and, now utilising the all-new KX450, that will give our KRT riders the best chance to challenge for the MXGP title again in 2019.”
Thierry Chizat Suzzoni (KRT): "We are of course very happy to continue our partnership with Monster Energy; we have been working together for five years now and we have shared some great moments together, especially this year as Clement Desalle got top results with eight podiums and a GP win. We have a strong relationship with Monster; they see every year our investment with partners such as KHI or Pro Circuit to get even better results in the MXGP class and I would like to thank Mitch and the Monster staff for their commitment with us."