Examining what’s next for NASCAR after Monster deal ends in 2019

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CHARLOTTE, North Carolina — NASCAR announced Tuesday that Monster Energy will return as Cup Series sponsor through the 2019 season but is not expected to be in that role after that.

So what does that all mean?

Let us explain.

What happened Tuesday?

Monster Energy’s contract to be the Cup sponsor was set to end after the 2018 season. There was an option for Monster Energy to extend the deal. Monster was to have notified NASCAR before Jan. 1 of its decision. Instead, Monster asked for an extension. Both sides agreed to extend the sponsorship through the 2019 season only.

Why only a one-year extension?

Steve Phelps, NASCAR’s chief operating officer, said both sides wanted it that way.

“For Monster, I think it would be highly unlikely that they would come back,’’ Phelps said. “Both NASCAR and Monster, I believe, are on the same page on that. I wouldn’t say there is anything there hard and fast, but it is highly unlikely that they would return or we would have them return. That is not one-sided. That’s a decision that has been made by both companies. It will give us an opportunity to explore what this new (sponsorship) model looks like.’’

Wait, what is this new sponsorship model?

NASCAR wants to change the structure in how sponsorship would look. The plan would be to bundle the sanctioning body, tracks and media partners instead of having to do separate deals with each.

After NASCAR agreed to a deal with Monster Energy in December 2016, Monster then had to work out agreements with the tracks for signage and such. That took additional time.

Under NASCAR’s new sponsorship model, that shouldn’t be as big an issue.

“What we’re talking about here,” Phelps said, “is looking at combining assets and creating a new sponsorship model.’’

Such a model, though, would not include teams.

“It’s a little more difficult given the number of entities that are out there that are teams to make sure all the teams are participating in one fashion,’’ Phelps said.

So what will the name of the series be after 2019?

Good chance there will be no sponsor name tied to the Cup Series. That way it can be called the NASCAR Cup Series or NASCAR Premier Series or whatever NASCAR chooses to call.

One benefit is that fans don’t have to go through name changes as they have in going from Nextel Cup to Sprint Cup to Monster Energy Cup.

The Premier League did a similar thing in 2016 when Barclays did not renew its deal with the soccer league. There’s no sponsor of the NBA, NFL, NHL and Major League Baseball, but all those leagues have categories of sponsors. That’s the approach NASCAR wants to take.

What if the new model doesn’t work?

“We want to keep our options open,” Phelps said. “There’s some benefit to trying to go all in on something. I think the stakeholders will be in a good place. If the sponsors come back and say, ‘you know what, we’re not sure this is the best avenue to partner with this sport,’ then we’ll have to pivot and go in a different direction. Could we go back to an entitlement model for our top series? We could. Again, I think that’s not our intention. I don’t think we’ll get there, but we certainly want to keep our options open.’’

How does all this impact the Xfinity Series and Camping World Truck Series?

It does not for now. Xfinity signed a 10-year deal to be the entitlement sponsor of that series through the 2024 season. Camping World has a deal in place to be the Truck Series sponsor through 2022.

What happens with Monster Energy after 2019?

Phelps said NASCAR expects Monster Energy to remain in the sport. Monster Energy was aligned with drivers and teams before becoming series sponsor. That avenue would remain for Monster if it chose to do so.

A Monster Energy spokesperson told the Sports Business Journal that the company “wants to continue to be a part of the sport one way or the other.”

What about the sport using a sponsor to build a younger fan base? What happens now?

NASCAR continues to tout efforts to reach a younger fan base. That includes, among other things, children 12 and younger getting in free for Xfinity and Camping World Truck Series races.

Phelps said it was challenging to say if one thing over another was the overriding factor in reaching a younger demographic.

“It’s very difficult to isolate one particular thing vs. another in terms of it being the cause of something,’’ Phelps said. “There are other things that this industry has done over the past couple of years to increase the Millennial audience of NASCAR. That’s a journey we’re going to continue on.

“We have to continue to make sure our content is as strong as it can be that we’re pushing through the digital and social channels. We need to make sure that we continue to cater to kids and to make sure that our Millennial audience is happy. We have to continue the gains we’ve made with our Hispanic fans, which has been significant over the last three years. That journey doesn’t end. And, by the way, we have to make sure that we’re nurturing the existing fan base that we’ve had for many, many years. They’re incredibly important.’’

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Bristol Truck race results, driver points

Bristol Truck race results
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Sam Mayer scored his first career NASCAR Gander RV & Outdoors Truck Series win Thursday night. The 17-year-old finished ahead of GMS Racing teammate Brett Moffitt.

Mayer is the youngest driver to win a Truck race at Bristol.

Tanner Gray placed third and was followed by Parker Kligerman and Chandler Smith.

Gray’s finished tied a career high. Kligerman’s finish was his best this season.

Trevor Bayne crossed the finish line fifth but his truck was disqualified for failing post-race heights in inspection.

The next race in the playoffs is Sept. 25 at Las Vegas Motor Speedway.

Click here for race results

POINTS

Brett Moffitt leads the points after the opening race in the first round of the playoffs. He leads Sheldon Creed by nine points. Zane Smith trails Moffitt by 12 points.

Click here for points report

17-year-old Sam Mayer wins first NASCAR Truck race

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Sam Mayer passed GMS Racing teammate Brett Moffitt with 30 laps to go and went on to score his first career NASCAR Gander RV & Outdoors Truck Series win Thursday night at Bristol Motor Speedway.

The victory came in the seventh career Truck start for the 17-year-old Mayer. The win also came a few days after JR Motorsports announced that Mayer would drive for the team in the second half of the 2021 Xfinity Series, once he turns 18.

“I love this place,” Mayer told FS1 after the 200-lap race. “I don’t know what to say.”

Mayer was helped by having tires that were 52 laps fresher than Moffitt’s tires.

MORE: Race results 

Mayer is not competing in the playoffs and does not advance to the second round. He said he has two more Truck races left to run this season.

Mayer followed his Truck win by taking the checkered flag in the ARCA Menards Series race that followed Thursday night.

Moffitt, who is competing in the playoffs, finished second. He was followed by Tanner Gray and Parker Kligerman.

Trevor Bayne finished fifth but his Truck was disqualified after the race for failing inspection. His truck failed post-race heights. Chandler Smith finished fifth after Bayne’s disqualification.

Moffitt was one of only four playoff drivers to finish in the top 10. Grant Enfinger was sixth. Tyler Ankrum placed seventh. Matt Crafton was 10th.

Mayer is the second youngest winner in series history. Cole Custer is the youngest winner in series history. Custer was 16 years, 7 months, 28 days when he won in Sept. 2014 at New Hampshire Motor Speedway.

Mayer becomes the youngest Truck winner at Bristol at 17 years, 2 months, 22 days. Ryan Blaney had held that record, winning a 2015 race there at age 21 years, 4 months, 19 days.

STAGE 1 WINNER: Brett Moffitt

STAGE 2 WINNER: Tyler Ankrum

WHO HAD A GOOD RACE: Tanner Gray’s third-place finish tied his career best. He finished third at Michigan earlier this season. … Parker Kligerman’s fourth-place finish is his best of the season while running a limited schedule.

WHO HAD A BAD RACE: Austin Hill finished 26th, worst among the playoff drivers. He had contact on Lap 2 with Stewart Friesen.

NOTABLE: Trevor Bayne said that four weeks ago he didn’t know if he would be racing again at Bristol. He crossed the finish line fifth but his truck failed inspection after the race and was disqualified.

NEXT: The second race of the opening round of the playoffs is at 9 p.m. ET Sept. 25 at Las Vegas Motor Speedway.

Texas Motor Speedway to host polling site for election

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Residents and race fans in parts of North Texas will be able to cast their vote in the upcoming election at their local NASCAR track.

Texas Motor Speedway will be a polling site for the Nov. 3 election.

The track, owned by Speedway Motorsports, will serve as a polling site for the residents of Precinct 4048. That precinct includes a large portion of Denton County and Forth Worth, Texas.

The polling site will be in the Lone Star Tower Condominium Clubhouse just outside Turn 2. It will be open from 8 a.m. – 8 p.m. ET on election day.

More: Upcoming Cup playoffs races can fans attend

“In anticipation of a very high voter turnout for the presidential election, we have been working for months to acquire polling sites throughout the county,” Frank Phillips, Denton County Elections Administrator, said in a press release. “We are excited that Texas Motor Speedway has offered the use of the Lone Star Tower Clubhouse as a polling site.”

Local, state and CDC guidelines will be followed to ensure a sanitized, safe and socially distanced voter experience.

TMS is the first track that hosts NASCAR Cup races to announce its plans for use as a polling site. It joins sporting venues for other major sports in doing so.

A number of NBA arenas and practice facilities will be voting locations, as well as select NFL stadiums and NHL arenas.

Travis Pastrana, Conor Daly set for Las Vegas Truck Series race

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Action sports star Travis Pastrana and IndyCar driver Conor Daly are teaming up with Niece Motorsports to compete in the upcoming Truck Series race at Las Vegas Motor Speedway.

With the backing of iRacing, who made the announcement Thursday, the duo will drive the No. 42 and No. 45 Chevrolets in the Sept. 25 race.

Pastrana and Daly’s involvement is a continuation of their rivalry in the LCQ League, a private iRacing league featuring motorsports and action sports legends having fun in cars from all disciplines.

For Pastrana, a former Roush Fenway Racing driver, it will be his fifth career Truck start and his second of the year after he competed in the July 25 race at Kansas Speedway. He finished 22nd.

“I’m really looking forward to bringing our rivalry from the LCQ League to the real world,” Pastrana said in a press release. “We’ve been getting lots of advice and iRacing on-track coaching from fellow LCQ member Parker Kligerman. I’m looking forward to seeing how the hours in iRacing pay off on the track, especially for Conor who has never driven a NASCAR truck in real life. He might be the first person in history to jump into a professional racing series and take the green flag without so much as a single practice lap in real life! Conor is a phenomenal IndyCar driver and a quick learner so I think he will surprise a lot of people.”

It will be the first Truck Series start for Daly, who has 61 IndyCar starts since 2013. Daly made his NASCAR debut in 2018 at Road America driving for Roush in the Xfinity Series.

“I could not be more excited to jump in a Gander Outdoor Series truck for the first time ever in Las Vegas!” Daly said in a press release “This will be one of the greatest challenges I’ve ever faced in my career as it will be the first event I’ve ever done where I’ve never driven a single lap in the Chevy Silverado before taking the green flag for the race. Travis and I have been going head to head on iRacing getting as much practice as possible since that’s the best possible form of preparation we have!