Monster brings MMA to the midway

Bellator MMA announced on Monday that it will partner with Monster Energy and several tracks to hold matches at select races in 2017. While Bellator described the partnership as “with the Monster Energy NASCAR Cup Series” a NASCAR spokesperson sent Motorsport.com  the following statement, “NASCAR does not have a partnership with Bellator.”

Bellator will feature mixed martial arts as part of the pre-race activities starting with the Coca-Cola 600 weekend at Charlotte Motor Speedway on May 20, Bass Pro Shops Night Race at Bristol Motor Speedway on August 19, Alabama 500 at Talladega Superspeedway on October 15 and Ford EcoBoost 400 at Homestead-Miami Speedway on November 19. 

"I'm excited to announce Bellator's partnership with the Monster Energy NASCAR Cup Series," said Bellator President Scott Coker. "Bellator and NASCAR fans are some of the most passionate in sports and we couldn't be happier to bring MMA and motorsports together. 

"Monster Energy has been a great partner of ours over the years and we're excited about the opportunity to integrate our brand into another great sports property within the Monster Energy family. I want to thank Cody Dresser and Hans Molenkamp from Monster Energy for helping put this great partnership together, and I'm looking forward to introducing Bellator to a whole new fan base."

Monster Energy entered into a multi-year agreement with NASCAR at the end of last season. Although its marketing plans have differed from traditional sponsors in the past when it comes to promoting NASCAR’s premiere series, the picture became a little more defined on Monday.

"MMA is an exciting sport that appeals to a wide demographic," said Mitch Covington Vice President of Sports Marketing. "By partnering with Bellator to bring mixed martial arts to NASCAR we are able to bring a fresh dynamic to the racetrack and a taste of what Monster Energy is into, allowing us all to connect with a new fan base in relevant and meaningful ways to further elevate the series."