NASCAR and Monster Energy announced on Thursday that the drink company will serve as the title sponsor for NASCAR's top racing series, starting in 2017.
The agreement puts Monster branding on the 36 series races, NASCAR's Chase playoff format, and the sport's annual all-star race. Monster will be the official energy drink of NASCAR.
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"It's one of the few sales calls that I actually personally made, because it is important to align ourselves with a global brand," NASCAR CEO Brian France said in a media conference in Las Vegas announcing the news.