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MONTMELO, SPAIN - MARCH 01: Sergio Perez of Mexico driving the (11) Racing Point RP19 Mercedes in the Pitlane during day four of F1 Winter Testing at Circuit de Catalunya on March 01, 2019 in Montmelo, Spain. (Photo by Mark Thompson/Getty Images)
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The new title sponsor agreement between energy drink brand Monster Energy and the Nascar open wheel racing series for its top competition was described this month as a “steal” by motorsports marketing experts, after the organisation took a hit on the value of its top position.
The non-exclusive nature of tyre, fuel and lubricant sector sponsorship rights across central, event and team properties linked to the World Endurance Championship (WEC) allowed Bapco, Bahrain’s state-owned oil company, to title sponsor the season-ending 6 Hours of Bahrain race, despite the presence of Shell as the series’ Official Fuel Supplier.
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