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Fierce brand rivalry, good team performance and Ford Mustang’s success in the Supercars series underpinned Monster Energy’s decision to renew its major sponsorship with Tickford Racing, according to Chris Jewel, commercial manager for the team.
The energy drink brand has renewed its major sponsorship of the team’s number 6 Mustang driven by Cam Waters, with the deal to run for a further two years. Waters, a Monster brand ambassador, has also renewed his contract with the team on a multi-year deal.
Jewel explained that Monster’s initial interest in the Australian Supercar series originated when the brand’s US owners first started watching the Supercars broadcast and were “sick of seeing the Red Bull car”. The brand signed with the team in 2016.
“Their KPIs require some significant front running form and the frequency in which the Monster car was crossing the finishing line with the Red Bull car behind it was important”, Jewel said.
He added that Waters, currently seventh in the driver’s championships, is running competitively with two pole positions and six podium finishes this year.
The US energy drink brand and the Ford Mustang are also well aligned and the success of the iconic American muscle car in the Supercars this year also boosted the sponsorship metrics, Jewel said.
Tickford racing entered the 2019 season with all three of its race car major sponsors, Monster Energy, liquor retailer, The Bottle-o and Supercheap Auto, up for renewal.
Jewel said the team was well into renegotiations, but agreements are rarely made prior to the Bathurst round which runs from October 10 with the main race on Sunday October 13.
