Monster’s Refusal to Diversify NASCAR Portfolio Leaves Fans Begging for More

Since we’re still on Olympic vacation, we might as well talk about a fun NASCAR topic. The 2024 season has been marked by some interesting paint schemes. Ross Chastain’s icy blue No. 1 Busch Light-sponsored Chevrolet at Kansas must have turned some fans off. Then William Byron’s yellow No. 24 Raptor-sponsored car screamed all things crazy. But one sponsor’s paint schemes took on a dull flavor.

Monster Energy has been a staple in NASCAR’s sponsor pool since 2017. The drivers under Monster’s tutelage have been stellar this season – Tyler Reddick, Ty Gibbs and Riley Herbst. Yet the brand chooses to refrain from a pop of color for its cleats. It leaves NASCAR fans perplexed and also gives them some bright ideas.

The “Monster” is in the spotlight

The popular energy drink brand’s presence in motorsports has been significant. By signing on in late 2016, Monster replaced Sprint as NASCAR’s title sponsor. Monster, whose sports sponsorships have typically been bolder than most, has helped the sport attract younger fans. In 2019, however, despite Monster Energy’s wishes, sports authorities did not extend its title sponsorship of the series. However, the brand has persisted in the cars of some of NASCAR’s most successful drivers.

Tyler Reddick The season started with a bang. This year, Monster released a new alcoholic beverage, Nasty Beast, with 6% ABV. Reddick wore the hard tea symbol on his No. 45 Toyota at Duel 1 at Daytona and drove it all the way to Victory Lane. Besides Reddick’s resounding victory, what stood out was the paint job: a funky yellow and black design with a creepy monster eye. It rivaled Monster’s usual look: the green logo resembling claw marks.

“What a perfect way to unleash our new Nasty Beast on the world of NASCAR,” Renold Aparicio, vice president of equity brands at Monster Brewing, said after Reddick’s win. “And there’s no better man to do it. Tyler Reddick is the one to fear this season.” Indeed, Reddick has become a formidable rival in the Cup Series this season, as he has had some nice second-place finishes in several races. He sits third in the standings after leading for a while.

In addition to Reddick, Joe Gibbs Racing driver Ty Gibbs also had a good start to his second year in the Cup, with five top-five finishes. Riley Herbst His greatest success came in the Xfinity Series, where he went through a drought after winning in Las Vegas last year. But in 2024, the Monster Energy driver racked up four top-five finishes and finally ended his winless streak in Indianapolis.

Instead of supporting all these star drivers, NASCAR fans think Monster needs to rethink its approach to fashion.

NASCAR fans demand wardrobe change

After all, Monster Energy is a beverage brand that offers many flavors. Sticking to just one type of color scheme for its NASCAR drivers seems devoid of new ideas. NASCAR fans jumped on the bandwagon by asking the brand to dazzle them with new looks. One fan slipped in what he wanted most: “I wish Monster would promote all of their different flavors instead of just the basic black and green.”

Monster Brewing Company was founded in 2015 as a disruptive craft brewery collective. It offers a diverse range of beer brands—Dale’s Pale Ale, Dallas Blonde, and Wild Basin hard seltzers, among others. Its recently flavored malt beverages also sound appealing—namely, The Beast Unleashed and Nasty Beast Hard Tea. Fans have criticized the brand for not also using its innovative beverage ideas in NASCAR. Some have offered delicious suggestions. One fan imagined a mango explosion to beat the summer heat: “Imagine the mango juice monster as a car that is a chef’s kiss.” Another fan had a tangy idea: “The fruit punch project would be insane.”

Others then brought up the idea of ​​a Coca-Cola mix, given their allegiance to Monster Energy. One fan suggested Daniel Suarez’s plan: “With Suarez as Coca Cola’s driver (they own about 17% of Monster), he could drive it like a Dia de los Muertos car.” The spooky theme would also take place on two occasions during the year: “And you could do this plan twice: once for Dia de los Muertos and again around Halloween.”

Clearly, NASCAR fans aren’t happy with Monster Energy’s current design team. Unless they update their cars soon, these fashion ideas may continue to flood their mailboxes.