Monster Energy is already near omnipresent in motorcycle racing, and that will continue into the next decade after reaching an expanded deal with Feld Motor Sports that now encompasses the first title sponsorship of the SuperMotoCross World Championship Series. The extended term, being announced today, lasts for an additional five years through 2030 and results in mid eight figures in total revenue flowing to Feld and SMX during that period. Monster has been the title sponsor of AMA Supercross since 2007, and Senior Vice President Mitch Covington noted in prepared remarks that this extension will take the deal past two decades and make it one of the longest-running partnerships in the history of the California-based energy drink giant.
The 31-race SMX World Championship Series was formed in 2023 when Feld worked with rival promoter MX Sports Pro Racing to form a sort of overall dirt bike racing champion across Monster Energy AMA Supercross, which competes in the winter and early spring, and the AMA Pro Motocross Championship, which races in late spring and summer. It encompasses 17 Supercross races, 11 Motocross races, two playoff races and a world championship final. SMX and Monster Energy negotiated the extension directly without outside agencies, the sides said. Feld Motor Sports VP/Global Partnerships Dave Muye helped head up negotiations on the property side.
During the Supercross portion of the 2025 campaign, the property drew a total of 828,796 spectators to races this season, including 329,751 people who went to its pre-race festivities where sponsors and OEMs activate, while it also recorded eight of its Top 10 most-streamed races ever on Peacock. Monster has long worked with the properties it sponsors to do pass-through deals to get its convenience store partners exposure, and that will continue in Supercross and SMX as part of the extension, as will a program that provides free entry into pre-race fan fests for fans who bring a can of Monster and recycle it. Feld expects there to be new product licensing opportunities as part of the expanded term but didn’t share additional details. Monster’s activations at the pre-race fan fest include: product sampling; stunts and demos from riders of various bikes and four-wheel vehicles; barbers giving free haircuts; tattoo artists; and VR simulators.
This PR reads like a profeshenal post, started with Monster naming rights, ended with free haircuts and VR simulators. I assume there's a polish mob reference somewhere in the middle.
We can say what we want about energy drinks, but Monster really does pour a lot of money and support into this sport.
Yea sure they do pour a lot of money into the sport.
And I could be wrong here, but I feel like their such huge presence also keeps other potential sponsors away because they don’t want to be associated with monster.
What potential sponsors ? I hate to say it but no one seems to be lining up to invest big money to be a sponsor of SX or MX or SMX.
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I’m just saying other than porn, monster energy is about as lowbrow as it gets. Im totally speculating but the sport being so absolutely consumed with monster may be holding it back from getting other more “classy” sponsors. I could definitely be way off base. I just don’t like monster. It’s effin stupid and anyone who drinks that toxic piss is a moron.
I'll drink a monster because they support my sport..I probably sponsored someone at one point...
Yep, if they loose Monster this sport is fawked
Monster sponsors some of the top F1 drivers, and other sponsors don’t seem to be bothered about sharing the space with them.
No brainer for Monster.
Don't change the formula of the best performing company of the 2000's.
That's right, MX's Monster Energy is still the highest performing public company this entire century. And its not close -- distant second place Nvidia has seen less than half the value growth of Monster.
Yep, think of all the years Lewis Hamilton had his Monster helmet next to the teams Tommy Hilfiger outfit and his IWC and Richard Mille watches. It's not an issue I think.
Maybe the best part of this ridiculous opinion is that it was posted by someone who chose the name cheesehead420.
so what is a "Classy" sponsor ?
Wow
Talk about some unhappy negative Nancy’s.
Damn.
Some of you REALLY need to get laid.🤣
I’m jus’ sayin’…
Here's a sponsor more inline with your needs.
Hey Manny,
Check out this banner my friend came across at a Walmart in Nevada:
there is no question about it.
monster zero sugar is the best tasting battery acid ive ever had the pleasure of chugging
Pit Row
All that and I’m sure not a penny extra for the riders. 🙄
Excellent news!
Heck yeah. I have one occasionally. Imho they are a good fit for the sport just as Red Bull is.
Make fun of you know who all you like but he has a very valid point on this subject
The title sponsor is who creates the opportunity overall for the riders to have jobs. Teams pay the riders.
That makes me want to start smoking
I’m glad to have monster spending so much money on our sport. I personally drink red bull… which also sponsors our sport so I’m happy to give them my money, but I love how dedicated monster is to mx/sx.
Like the sponsor or not, having that much money and support pumped into the sport is a big deal. The SMX concept is working.
Change the smx championship plates to monster colors.
Red Bull is too small of a can, too low on caffeine, and too expensive. Glad they help the sport though. 😎
Is your friend Johnny Campbell?
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