September 18 – Monster Energy is making inroads into the Premier League having signed on both Everton and Leicester City as their Official Energy Drink partners.
No value has been given for either deal though both deals are for just for the 2019/20 season only.
Last season Monster Energy were an LED advertiser at Leicester’s King Power Stadium. The drinks firm, which operates in 140 markets, has targeted its sponsorship money at reaching Asia through the Premier League’s broadcast footprint.
The deals with Everton and Leicester give Monster Energy brand presence at both clubs’ stadiums as well as branded content and exposure across digital channels.
Alan McTavish, commercial director at Everton, said: “The Monster Energy brand will be familiar to a lot of our fanbase and through this partnership they will enjoy global exposure by accessing marketing assets as well as a presence at Goodison Park on matchdays. Monster is an ambitious brand with a unique approach, and we look forward to seeing what we can achieve in partnership together.”
Monster Energy is not new to sport but has for the most part has built partnerships in motocross, off-road racing, Formula 1, MotoGP, NASCAR, MMA, BMX, surfing, snowboarding, skiing and skateboarding. Expansion into football sponsorship is a new strategic direction developed from being a buyer of advertising.
Monster Energy’s SVP Marketing EMEA, Jon Tuck, in press releases issued by both clubs emphasised that the sponsorships brought a closer relationship with the clubs and “the opportunity to work closely together to unlock some great experiences.”
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