What does Monster Energy look for when selecting athletes to sponsor?
Answered in: Sponsor Interviews & Expert Sessions — Series BundleThe Answer
Monster Energy looks for influencers within subcultures rather than just top-performing athletes. According to Joe Parsons, you don't have to be an athlete that wins races - what matters is that 'they all know you show up to the dance.' Monster seeks out 'the Ferris' in every culture and subculture - the cool kid, the influencer who has authentic street credibility within their peer group. They value athletes who can tell compelling stories over time, through both highs and lows, rather than just focusing on statistics and wins.
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Sponsor Interviews & Expert Sessions — Series Bundle
Long-form conversations with the people who write the checks and the people who help racers get them: Monster Energy's CFO, Coca-Cola, Hookit, the Mint 400, Wahoo's, super-agent Bob Walker, Megan Meyer and more. 14 recordings, 8 hr 56 min. Includes: Monster Energy CFO Explains ROI; Al Rondon of Coca Cola explains what sponsors want; How Monster Joe selects teams to sponsor; Bob Walker explains everything about agents & agencies; Matt Martelli on sponsorships and activations; How Hookit values social media; Megan Meyer on how to grow a social following; Megan Meyer on creating value with social media; Wing Lam on getting sponsored by Wahoo's FIsh Taco; Get the media to talk about you; Creating 20 Years of Value; Rob Mac 30 Year BFG; Why BOXO USA sponsors racing; Why K&N Filters sponsors racing.
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