Rick Hendrick believes Monster "could be a big boost" for NASCAR

Hendrick Motorsports owner and founder Rick Hendrick is among those excited about the prospect of Monster Energy joining forces with NASCAR's premier division.

Rick Hendrick believes Monster "could be a big boost" for NASCAR
NASCAR/Monster Energy
Kurt Busch, Stewart-Haas Racing Chevrolet
Mitch Covington, Vice President of Sports Marketing at Monster Beverage Company
Rick Hendrick
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Monster was revealed as the new entitlement sponsor at the beginning of December during the Myers Brothers Awards ceremony in Las Vegas, NV, ending Sprint/Nextel's 12-year run.

"I think Monster could be a big boost," commented Hendrick when asked about the deal during the Champion's Week banquet. "You look at what they do with the demographics of the young people they have, and the energy they have behind all the other series they're in. I think it could be really good for our sport. They've done a good job of marketing. I think they're fan base is really good so I'm excited about it."

As for the other form of motorsport that Monster is involved in, the list is quite long -- Formula 1, MotoGP, AMA Supercross, NHRA, Australian Supercars, Global Rallycross, World RX, the Dakar Rally and the Baja 1000 to name a few. 

With NASCAR's aging fan base and an influx of younger drivers rising up through the ranks, the timing of this partnership with Monster could be beneficial for NASCAR in their struggle to attract a younger audience.

"We see the demographics of the people we're seeing in our fan base because of Chase (Elliott) are a lot younger and we need that in our sport," explained the Hendrick Motorsports team owner. "Sponsors are looking for that younger demographic too. We need the veterans, but we got a great young crop of guys."

 

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