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Monster ups MotoGP commitment with Yamaha title sponsorship

Drinks brand Monster Energy has enhanced its backing of Yamaha by becoming the new title sponsor of the Japanese motorcycle manufacturer’s MotoGP team.

From the 2019 MotoGP season, the outfit will officially be known as the Monster Energy Yamaha MotoGP Team. Monster has signed a multi-year agreement with Yamaha.

Monster has served as an official team sponsor of Yamaha MotoGP since 2013. As part of the new agreement announced today (Tuesday), Yamaha riders Valentino Rossi and Maverick Viñales – who are already sponsored by Monster – will feature the company’s branding prominently on their leathers and bikes. Monster will also be promoted across all team assets.

Monster replaces Spanish telco Movistar as title sponsor of Yamaha’s MotoGP team. Movistar has held the role since 2014.

Lin Jarvis, managing director of Yamaha Motor Racing, said: “The new partnership will provide Monster Energy with an even stronger presence in the MotoGP class – the pinnacle activity of the motorcycle racing world.

“With Monster Energy being a very dynamic brand that’s extremely active all around the world, we expect that this collaboration will further enhance the exposure of both brands and also give us a great platform for marketing activities.

“The new agreement also signifies the intention of Yamaha and Monster Energy to further strengthen our collaboration for our global on-road and off-road motorsports programmes.”

Monster’s claw icon also features on Yamaha bikes across other racing disciplines such as Monster Energy Supercross, AMA Motocross, MotoAmerica Superbike & SuperSport, FIM Motocross World Championship and Suzuka 8 Hours.

Rodney Sacks, chairman and chief executive of Monster Energy, added: “We remain fully committed to providing the most exciting Monster fan experience to the many millions of MotoGP enthusiasts worldwide, both at race tracks and beyond.

“Through our title sponsorship of the fantastic Yamaha Factory Racing Team and iconic races such as the Czech and Catalunya Grands Prix, we have the opportunity to continue our partnership in what is undoubtedly one of the most dynamic sports on the planet.”