Questions, answers about Monster Energy’s partnership with NASCAR

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NASCAR announced Thursday that Monster Energy will become the entitlement sponsor of the sport’s premier series but many questions remain.

Here’s a look at what was said at Thursday’s press conference in Las Vegas and the questions that remain.

HOW LONG WILL MONSTER ENERGY BE THE SERIES SPONSOR?

No such details were given. NASCAR Chairman Brian France said that it was a multi-year agreement “with some options. We never get into the specifics of contracts.’’

WHAT WILL THE SERIES BE CALLED?

That detail was also not revealed. France said: “We are working on the exact composite logo … and we’ll be back shortly on that. It won’t be long. We’ve got some real good options on that.’’

WHAT ELSE IS INVOLVED IN THIS AGREEMENT?

Monster Energy will be the sponsor of the All-Star Race in May at Charlotte Motor Speedway and be the official energy drink of NASCAR.

HOW DOES THIS IMPACT MONSTER ENERGY’S SPONSORSHIP OF Kurt Busch’S CAR?

It won’t. Mark Hall, chief marketing officer for Monster Energy, said: “Kurt, you are still going to drive.’’

WHAT WILL BE DIFFERENT STARTING IN 2017?

Expect to have fun. The word fun was used 10 times in the 25-minute press conference, including nine times by France.

“They’re a fun brand that’s going to interact with our core fans in kind of a cool, neat way actually, and we’ve seen some of the plans, and they’ll get bigger and more robust as we go along,’’ France said.

“But we’re very confident that this is the right partner for us, and we’re looking forward to having some fun with it.  By the way, we’re in the fun business. We’re racing cars. We’re crowning champions. This is where people come to have fun, right?’’

WHY IS MONSTER ENERGY THE RIGHT FIT FOR THE SPORT?

“Motorsports is their DNA,’’ France said of Monster Energy. “When you walk through their lobby in California, you see that. You see the motorcycles and NASCAR memorabilia and all kinds of things, and that’s who they are, so they understand motorsports. They understand NASCAR. They understand how to reach across and excite our core audience and help us deliver on a new audience, and that was very exciting for us.’’

SO HOW WILL NASCAR HELP GROW ITS FAN BASE?

It will go after young fans.

“They get at a millennial audience in a different way clearly than we’ve ever been associated with, particularly at this level, and they know what they’re doing,’’ France said. 

OK, BUT WHAT ABOUT NASCAR’S OLDER FANS? HOW WILL MONSTER REACH THEM?

Through young fans.

“Young people set trends in fashion, and then older people adapt, and I don’t want to say old,’’ said Mark Hall, chief marketing officer for Monster Energy. “Fashion is set by a small group of influencers. The challenge is to make your product relevant to that group and then have them influence the others. If we’ve been successful in the past, we’ve followed that model.

“I think we have a lot of drinkers in the current NASCAR fan base. I think we can make the sport more interesting to some younger consumers, as well.’’

MISS SPRINT CUP IS GONE. WILL SHE BE REPLACED?

Yes. Monster Energy’s girls were at the announcement and will be visible moving forward.

“We also want to bring some good shows and entertainment for NASCAR fans, so they can interact with our brand and understand what our culture is all about, so when they leave the racetrack on Sunday they’ve had an experience,’’ said Mitch Covington, vice president of sports marketing for Monster Energy. “Of course they will have met the fabulous Monster Energy girls.  We’re going to have a lot of fun at NASCAR, both in the parking lot and inside the oval.’’

HOW DOES THIS NEW AGREEMENT DIFFER FROM OTHERS WITH REPORTS IT WOULD BE FOR A SHORTER TIME PERIOD AND LESS MONEY? WILL THERE BE ADJUSTMENTS THE SPORT WILL HAVE TO MAKE?

“No, it’s a different kind of agreement for sure in that it’s got activation in different ways and media in different ways,’’ France said. “But we’re quite pleased with the agreement, and no, there will be no changes at all. As a matter of fact, I think you’re going to see some additional activation, additional things that will occur, so this is a more, not less, in that regard.’’

SO HOW WILL MONSTER ENERGY MARKET NASCAR?

“We do market in a non‑traditional way, we do count on our athletes and our endorsers and to a certain extent our fans to do our marketing,’’ Hall said. “One component that our primary competitor utilizes that we haven’t is media. They routinely buy traditional television and traditional media, and we never have.  We have never created a commercial or an ad. 

“We’ve done different things that we’ve been successful getting a lot of eyeballs on, but I think looking at this opportunity and this close partnership to where our names are linked so synonymously, we’re thinking that this for us is a way to do traditional media, the reach of the connection and the partnership is going to be unique for us because our names will be closely associated, and every time you say NASCAR, we hope we’re going to say Monster Energy.’’

Kyle, Kurt Busch compete in first day of Race of Champions exhibition

DOVER, DE - MAY 30:  Kurt Busch, driver of the #41 Haas Automation Chevrolet, left, talks with brother Kyle Busch, driver of the #18 Skittles Toyota, in the garage area during practice for the NASCAR Sprint Cup Series FedEx 400 Benefiting Autism Speaks at Dover International Speedway on May 30, 2015 in Dover, Delaware.  (Photo by Drew Hallowell/Getty Images)
Photo by Drew Hallowell/Getty Images
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Kurt and Kyle Busch are in Miami this weekend to take part in the international auto racing competition, Race of Champions. The exhibition event is two days and pits drivers from every major auto racing league against each other.

The Busch brothers are the only NASCAR representatives in the competition. They are joined multiple Formula One drivers, Verizon IndyCar Series drivers Helio Castroneves, Juan Pablo Montoya, Alexander Rossi, Ryan-Hunter Reay, James Hinchciffe and Tony Kanaan and action sports star Travis Pastrana. Prior to the start of the races, all of the drivers got psyched up together.

And right before the event began, Kurt Busch showed off his new No. 41 Monster Energy Ford by doing donuts in the middle of the race course.

But when it came time to race Kurt Busch’s had a tough day. He and former Formula One driver David Coulthard competed in the vehicles used in the NASCAR Euro Series and Coulthard crossed the finish line with a healthy lead over the Stewart-Haas Racing driver.

Kyle Busch was marginally better in his first race against F1 driver Jenson Button, who won but with the Joe Gibbs Racing driver right at Button’s rear wheel.

But Kyle Busch bounced back in his second race and defeated Hinchcliffe, which advanced him out of the first round. But he was eliminated from the competition when he was swept by Coulthard in the next round.

In Kurt Busch’s second race, he faced Hunter-Reay, who was one of his teammates when he competed in the 2014 Indianapolis 500. Busch won, but he wasn’t able to advance to the next round.

The competition was eventually won by Montoya, who is taking part in the Race of Champions for the first time.

Both Busch brothers will be back on Sunday to compete for the Nations Cup.

Kyle Busch entered into SRL Winter Showdown Super Late Model race

JOLIET, IL - SEPTEMBER 16:  Kyle Busch, driver of the #18 NOS Energy Drink Toyota, stands in the garage area during practice for the NASCAR XFINITY Series Drive for Safety 300 at Chicagoland Speedway on September 16, 2016 in Joliet, Illinois. Busch is seen here wearing his NASCAR Sprint Cup Series fire suit.  (Photo by Jonathan Daniel/Getty Images)
Photo by Jonathan Daniel/Getty Images
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Kyle Busch is entered into the third annual SRL Winter Showdown, a Super Late Model race at Kern County Raceway Park in Bakersfield, California.

Busch, who is competing in the Race of Champions this weekend in Miami, will drive the No. 51 Toyota Camry sponsored by JBL in the Feb. 11 race.

Busch and his competitors will be trying to claim the $30,000 prize for winning the race. Kyle Busch Motorsports had a presence in last year’s Showdown when Todd Gilliland competed for the team.

“They have a pretty strong field lined up again this year with Bubba Pollard coming back and trying to make it three-in-a-row. And then you add in some of the West Coast guys like Derek Thorn, David Mayhew and Noah Gragson, who will be running one of my trucks full-time this season, and it has a lot of great drivers,” Busch told Speed51.com. “One of the things that is going to be really cool is that this will be the first time that Erik Jones and I get to race against each other in the supers since he beat me in the Snowball Derby back in 2013.”

Busch is quite successful in his Super Late Model career, having won the Snowball Derby, CRA SpeedFest, the Oxford 250, the Winchester 400 and the Battle at Berlin in recent years.

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Social Roundup: 2017 NASCAR Hall of Fame Induction

CHARLOTTE, NC - JANUARY 20:  NASCAR Hall of Fame inductees (L-R)Richard Childress, Mark Martin, and Rick Hendrick pose for a portrait prior to the NASCAR Hall of Fame Class of 2017 Induction Ceremony at NASCAR Hall of Fame on January 20, 2017 in Charlotte, North Carolina.  (Photo by Jared C. Tilton/Getty Images)
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Last night, the NASCAR Hall of Fame inducted its eighth class, including Rick Hendrick, Richard Childress, Mark Martin, Benny Parsons and Raymond Parks.

The night was filled with current and future Hall of Famers celebrating the history of the sport and the lives of the five inductees.

MORE: Benny Parsons’ Hall of Fame induction an emotional celebration

MORE: Mark Martin went from a “broken man” to a Hall of Famer

Here’s a look at how the night played out on social media with observations on the inductees from current NASCAR drivers and one message from future NFL Hall of Famer Peyton Manning.

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‘Only in America’: Richard Childress cherishes Hall of Fame induction (Video)

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CHARLOTTE — Richard Childress traced his Dickensian rise from humble beginnings to six championships in NASCAR’s premier series during his Hall of Fame induction speech Friday.

Childress, who grew up in poverty in Winston-Salem, North Carolina, won six championships in NASCAR’s premier series with fellow high school dropout Dale Earnhardt. After starting as an independent driver-owner who never won in a dogged career from 1968-81, Childress switched to focusing solely on running a team.

His grandson, Austin Dillon, now drives the No. 3 for Richard Childress Racing that Earnhardt made famous.

“Only in America could a kid selling peanuts and popcorn at Bowman Gray Stadium have a dream of becoming a race driver some day,” Childress said. “And then he goes out and buys him an old ’47 Plymouth (and) pays $20 for it — that was the best investment I ever made — and have a dream of being a NASCAR driver some day, be standing up here tonight to be inducted into the NASCAR Hall of Fame.  Only in America.  What a great country we live in.”

During his speech, Childress made several references to a wall he’d like to put in the stock-car museum to signify all those who paved the way for his success.

“I’d like to put a 10‑foot by 20‑foot granite wall with thousands of names etched in it that’s helped me all along the way to get here tonight,” he said. “I can’t thank you all, but I want to put you on a great granite wall to where I can thank you for getting us up here.

“But on that granite wall, the first thing would be my family.  My wife Judy, my daughter Tina, my son‑in‑law, Mike Dillon, grandson Ty and his wife Haley, she’s here tonight.  Grandson Austin and his fiancé, Whitney Ward.  I couldn’t have done it without you all’s support.  We are a NASCAR racing family.”