Posted on by Staff Report

RELATED: ENTRY LIST | SCHEDULE


Fresh off his 2016 NASCAR XFINITY Series championship, Daniel Suarez will make his highly anticipated return to Mexico this weekend in the very place his NASCAR career began — the NASCAR PEAK Mexico Series.

The Monterrey native will serve as honorary grand marshal for the series’ exhibition race Sunday at Autódromo Hermanos Rodríguez in Mexico City, site of Suarez’s first NASCAR Peak Mexico Series win in 2012.

After a year’s hiatus, Mexico’s national stock car championship series will be back on track in 2017 with a full race schedule. The series will celebrate its 10th season with its first year of a multi-year agreement with PEAK as its entitlement sponsor.

To get ramped up for the return, the series will compete this weekend in the country’s capital.

Nearly 30 drivers have registered for the event, which will be run in two 70-lap segments. Each segment will include a 50-minute time limit. Teams will be allowed to make adjustments in the intermission, and the top 10 positions will be inverted for the second segment. Practice and qualifying will be Saturday.

The race is slated to include past champions Abraham Calderón (2014), Rodrigo Peralta (2013), Jorge Goeters (2005, 2012) and Rafael Martinez (2007). Martinez was the first Mexico Series champion under the NASCAR banner.

Suarez finished third in the championship in 2012, and was runner-up in 2013 — missing out on the title by just eight points. Suarez was part of the inaugural NASCAR Next class in 2011, the industry initiative that spotlights the sport’s rising young stars.

Three of Suarez’s 10 series wins took place at Autódromo Hermanos Rodríguez, which was named after legendary Formula One driver and one of the earliest Hispanic NASCAR drivers, Pedro Rodriguez.

Suarez also notched 25 top-five finishes in 58 races over his four seasons competing in the Mexico Series. He moved up to the NASCAR K&N Pro Series, where he won three times driving for Rev Racing and the NASCAR Drive for Diversity program.

On November 19, the Joe Gibbs Racing driver became the sport’s first foreign-born national series champion, beating out Elliott Sadler, Justin Allgaier and Erik Jones in the inaugural NASCAR XFINITY Series Chase by virtue of his victory in the series finale at Homestead-Miami Speedway.  

Posted on by Pat DeCola

The motorsports world was sent into a state of hysteria Friday morning when Formula 1 champion Nico Rosberg, 31, abruptly announced his retirement less than a week after winning the title, garnering congratulatory tweets from a few NASCAR drivers.



After the initial shock of the news subsided, speculation immediately began regarding who would fill Rosberg’s coveted seat. There was one particular name that seemed to be making its way into a lot of speculatory tweets.


Take a look at the guy pictured above sharing a laugh with Rosberg’s (now former) Mercedes teammate and F1 standout, Lewis Hamilton. FOX Sports analyst Mike Joy jokingly tossed it out there …

… and his FOX partner Gordon certainly didn’t do much to quell those rumors.


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Four-time NASCAR premier series champion Jeff Gordon will make his return to the Rolex 24 At Daytona for the first time in 10 years as Wayne Taylor Racing on Thursday confirmed Gordon alongside full-season co-drivers Jordan and Ricky Taylor and endurance driver Max Angelelli as the driver lineup in the No. 10 Konica Minolta Cadillac DPi-V.R for the 55th Rolex 24 At Daytona. The race opens the IMSA WeatherTech SportsCar Championship season on Jan. 28-29, 2017.


Gordon’s lone previous Rolex 24 appearance in 2007 came with the same team. He co-drove the No. 10 Pontiac Riley Daytona Prototype with Angelelli, Wayne Taylor and Jan Magnussen to a third-place result.


“When I announced I would no longer be competing full-time in the NASCAR Sprint Cup Series, my hope was that I would get an opportunity like this to compete again in such a prestigious event — with Konica Minolta and Wayne Taylor Racing — with the hopes of winning it this time,” Gordon said. “I know that Ricky and Jordan are super-fast, and I believe it will be a very strong combination.”





Gordon, now an analyst on NASCAR on FOX telecasts, and the No. 10 team will be part of the debut race for the brand-new Cadillac DPi-V.R, which was officially unveiled Wednesday by the manufacturer.


“I think it is exceptional to have Jeff back with us after 10 years,” Angelelli said. “I look forward to sharing our new Konica Minolta Cadillac DPi-V.R racecar with him, discussing our setup and race strategy. It was great the first time — we might have won that race if some things would have gone our way. Now that it’s happening again, with the new car, it’s going to be absolutely great.”


Ricky and Jordan Taylor, who finished third in the 2016 WeatherTech Championship Prototype standings, are also looking forward to running with the NASCAR legend.


“It used to be common to have NASCAR guys joining teams for the Rolex but, over recent years, it’s become less and less frequent,” Jordan Taylor said. “Jeff Gordon is a name that everyone knows worldwide. I can’t wait to compare notes and feedback with such a legend of our sport. It’s going to be an experience of a lifetime.”


“Having Jeff Gordon join the team is really a dream come true for all of us,” added Ricky Taylor. “It is a huge compliment to how well-respected the team has become over the years for someone with the history and career of Jeff Gordon to want to be a part of it. I’m sure he will be a great addition to the lineup and hopefully we can all get our first Rolex 24 win together.”


The No. 10 entry will compete for the overall Rolex 24 race victory in the WeatherTech Championship’s Prototype (P) class. It will be one of three Cadillac DPi-V.R race cars in the field, as three-time defending series champions Action Express Racing confirmed its plans to field a pair of the new race cars earlier Thursday morning.


Gordon, who has participated in private test sessions with the team in recent weeks, is expected to join the team for the upcoming IMSA-sanctioned test at Daytona International Speedway in Dec. 13-14, as well as the three-day Roar Before The Rolex 24 At Daytona test on Jan. 6-8, 2017 prior to the race on the final weekend of January.

Posted on by Nascar

RELATED: NASCAR, Monster Energy announce entitlement deal

LAS VEGAS — Mark Hall called it “a rare opportunity that doesn’t come along every day.”

“If you would have asked me five years ago if I’ve ever contemplated something like this, the answer would be never in a million years,” said Hall, Chief Marketing Officer for Monster Energy.

Time flies.

Contemplation became reality Thursday as NASCAR and officials with the energy drink brand announced a multi-year agreement that will see Monster become entitlement sponsor of the sanctioning body’s premier series beginning in 2017.

“It’s a global brand that we took a long time to figure out,” NASCAR Chairman & CEO Brian France said during a press conference at the Wynn Las Vegas.

So why is Monster, headquartered in Corona, California, the right fit for auto racing’s most popular series?

“The reality for how impactful they are and what they can do differently is obviously they’re an edgy brand,” France said. “They’re a fun brand. They get at a millennial audience in a different way clearly than we’ve ever been associated with, particularly at this level, and they know what they’re doing.”

Monster will become just the third entitlement sponsor for NASCAR’s top series, following Sprint, which departs after a 13-year run. Tobacco giant RJ Reynolds served as series sponsor from 1971 through 2003.

RELATED: Drivers pumped for Monster deal

France said the Monster project was “one of the few sales calls that I actually personally made because of how important it was to align ourselves with a dynamic brand that reaches different places and different audiences … they made us feel comfortable over time on a couple of things.”

Motorsports was the “DNA” of Monster, according to France.

“When you walk through their lobby in California, you see that,” France said. “You see the motorcycles and NASCAR memorabilia and all kinds of things, and that’s who they are, so they understand motorsports. They understand NASCAR. They understand how to reach across and excite our core audience and help us deliver on a new audience, and that was very exciting for us.”

The company is or has been involved in Formula One, rally and motocross among its various motorsports endeavors.

On the NASCAR side, the brand currently sponsors the No. 41 of Stewart-Haas Racing driver Kurt Busch; NOS, a brand of drink also produced by the company, has an affiliation with 2015 NASCAR premier series champ Kyle Busch and provides sponsorship at the XFINITY Series level.

According to officials, those relationships won’t be impacted by the series’ sponsorship.

Their previous marketing efforts have been non-traditional — you haven’t see Monster Energy commercials airing during broadcasts of sporting events, for instance.

“We do count on our athletes and our endorsers and to a certain extent our fans to do our marketing,” Hall said. “… We have never created a commercial or an ad. We’ve done different things that we’ve been successful getting a lot of eyeballs on.”

The NASCAR sponsorship could change that approach somewhat.

Then again, the previous NASCAR approach may also evolve under the new arrangement.

The world of motorsports and how to market to its fans was new for the previous series sponsor. It took time to “get sorted out,” France said.

“But these guys are ready on day one. They have the activation tools, the plans and the people. They’re a fun brand that’s going to interact with our core fans in kind of a cool, neat way actually, and we’ve seen some of the plans, and they’ll get bigger and more robust as we go along.”

So is Monster the right partner?

France says officials are confident that’s the case.

“We’re in the fun business,” he said. “We’re racing cars. We’re crowning champions. We’re — this is where people come to have fun … our speedways and (to) watch us on television. What better brand to have associated with us than the people who understand that?”

Posted on by Nascar

Name: Allison
Current City: ​Salyersville, Kentucky
Member since: 2012


Getting to know Allison


Q. Why did you join the Official NASCAR Fan Council?


“I wanted to have a voice in the sport I love.”

Q. How did you first become interested in NASCAR?


“I was 11 years old and flipping through the channels and I saw this car race on. I stopped flipping the channels and decided to watch because it caught my attention and looked cool. I watched the race until the end and have been hooked on NASCAR ever since. I have always loved cars and racing and things that go fast and wanted to see what this sport was all about.”

Q. What makes NASCAR special for you? 

“It is an amazing sport, first of all. NASCAR and the racing community as a whole is a family. We’re just one big family and I feel like I am part of that family. When I go to a race I always meet the most amazing people who are just like me. They love this sport and are hardworking people. It is our passion and enjoyment. The fans are the most amazing people you will ever meet. NASCAR is such a fan-friendly sport, more than any other sport out there and that’s so amazing. NASCAR does so much for their fans, the military and the community and you won’t find that with any other sport.”


Q: Do you have any favorite NASCAR memories or traditions?


“I always go to the Bristol Night Race, It’s a tradition and it’s an awesome race. I won a VIP trip to Charlotte Motor Speedway last fall on my birthday thanks to DraftKings. I always play DraftKings on race day. I got a hot pass which let me go to the driver’s meeting, I got a pace car ride, I got to watch the race from the pits and I was there by the stairs for driver intros and got to meet a lot of drivers including my driver and role model, Jeff Gordon, who autographed my hat. That meant a lot to me. I had an amazing time and I will never ever forget that.”


Q: Do you have a favorite in any of the following categories?


Driver: “Jeff Gordon.”

Tracks: “Pocono Raceway.”

Memorabilia: “My autographed Jeff Gordon hat.”


Q: If you could go to any NASCAR race/track, where would you go?


“Watkins Glen and Martinsville.”


Q: What do you like to do in your free time?


“Watch NASCAR, hang out with good friends and ride trails around home on ATVs.”

Q: Tell us about your family. Do you have children and/or pets?

“I’m married to a man named William. I have one daughter who will be 16 in August named Alexandria. I have two rotten dachshunds named Weenie and Libby. I have two coonhounds named Willie and Morris, an Australian shepherd named Molly and a mix named Mickey. I work as a Veterinarian Technician so I have a lot of fur babies, some that are rescues.”

Q: What’s your dream car?


“A Z06 Corvette”


From all of us at NASCAR, we thank Allison for her continued support and look forward to hearing from her in 2016.  

Posted on by Nascar

RELATED: Full schedule for Champion’s Week


DARLINGTON, S.C. (Thursday, Dec. 1, 2016) – Betty Jane France, whose philanthropic endeavors away from the race track rivaled those of the well-known family business of NASCAR, has been chosen as the 2016 recipient of the National Motorsports Press Association’s prestigious Myers Brothers Award.


France, who passed away Aug. 29, 2016, is the mother of NASCAR Chairman and CEO Brian France and International Speedway Corporation CEO Lesa France Kennedy. She was the widow of former NASCAR Chairman and CEO William C. France.


While auto racing has been the cornerstone of the family profession, Betty Jane France’s reach far exceeded the boundaries of the track.


Kind and compassionate, France was the guiding force behind the formation of the NASCAR Foundation, the charitable arm of the sanctioning body that seeks to improve the lives of children most in need. She served as chairwoman of the Foundation upon its inception more than a decade ago and was later named chairwoman emeritus.


In 2011, the Betty Jane France Humanitarian Award, presented by Nationwide, was established in her honor. Each year, the award recognizes outstanding charitable and volunteer efforts of NASCAR fans.


Active in her Daytona Beach community as well as abroad, France also helped establish the Speediatrics children’s care unit at Halifax Health in Daytona Beach as well as Homestead Hospital in Homestead, Fla.


The Myers Brothers Award is named in honor of former NASCAR competitors Billy and Bobby Myers. Determined by a vote of the NMPA membership, it recognizes individuals and/or groups who have provided outstanding contributions to the sport of stock car racing. It has been presented annually since 1958.


Myers Brothers Award Winners


2016, Betty Jane France; 2015, Darlington Raceway; 2014, Dale Earnhardt Jr.; 2013, Tony Stewart; 2012, Jeff Gordon; 2011, Drs. Joseph & Rose Mattioli; 2010, Jim Hunter; 2009, Barney Hall; 2008, T. Taylor Warren; 2007, Bill France Jr.;


2006, Benny Parsons; 2005, Rusty Wallace; 2004, Kyle and Patti Petty; 2003, R.J. Reynolds Tobacco Co.; 2002, Mike Helton; 2001, Dale Earnhardt; 2000, Kyle Petty; 1999, Junie Donlavey; 1998, T. Wayne Robertson; 1997, R.J. Reynolds Tobacco Co.; 1996, Rick Hendrick; 1995, TNN: The Nashville Network;


1994, Brickyard 400/Indianapolis Motor Speedway; 1993, Goody’s Manufacturing Co.; 1992, Richard and Lynda Petty; 1991, Harry Gant; 1990. Dick Beaty; 1989, Bill France Jr.; 1988 Richmond International Raceway; 1987, ESPN; 1986, Hayride 500; 1985, R.J. Reynolds Tobacco Co.; 1984, Charlotte Motor Speedway;


1983, CBS-TV; 1982, MRN; 1981, Junior Johnson; 1980, STP & Champion Spark Plug Co.; 1979, R.J. Reynolds Tobacco Co.; 1978, Busch Beer; 1977, First National City Travelers Checks; 1976, Junior Johnson; 1975, Bill France Sr.; 1974, H. Clay Earles; 1973, Wood Brothers;


1972, Winston Cigarettes; 1971, Richard Petty; 1970, Richard Howard; 1969, David Pearson; 1968, Wood Brothers; 1967, Richard Petty; 1966, Norris Friel; 1965, Ned Jarrett; 1964, Richard Petty; 1963, Marvin Panch; 1962, Hank Schoolfield; 1961, Ned Jarrett; 1960, Russ Catlin; 1959, Lee Petty; 1958, Bob Colvin.


Here is the complete list of Thursday’s award winners from the NASCAR NMPA Myers Brothers Awards Luncheon:
· NMPA Myers Brothers Award: Betty Jane France
· Buddy Shuman Award: Jack Roush
· NASCAR Marketing Achievement Award: Comcast XFINITY
· Chevrolet Cross Flags Award: Tony Stewart
· American Ethanol Green Flag Restart Award: Kevin Harvick
· Coors Light Pole Award: Carl Edwards
· Duralast Brakes “Brake in the Race” Award: Kyle Busch
· Goodyear NASCAR Series Champion Award: Jimmie Johnson
· Ingersoll Rand Power Move Award: Dave Rogers, Joe Gibbs Racing No. 19 Crew Chief
· MAHLE Clevite Engine Builder of the Year Award: Scott Vester, Hendrick Engines No. 4 team
· Mechanix Wear Most Valuable Pit Crew Award: Hendrick Motorsports No. 48 team
· Mobil 1 Driver of the Year Award: Kyle Busch
· MOOG Steering & Suspension Problem Solver of the Year Award: Alan Gustafson, crew chief No. 24 Hendrick Motorsports team
· Sherwin-Williams Fastest Lap Award: Kyle Busch
· Sunoco Diamond Performance Award: Jimmie Johnson
· Sunoco Rookie of the Year Award: Chase Elliott
· Champion Sponsor Award: Lowe’s
· Champion Crew Chief Award: Chad Knaus
· Betty Jane France Humanitarian Award Presented by Nationwide: Andy Hoffman

Posted on by Holly Cain

RELATED: NASCAR, Monster Energy announce entitlement deal

LAS VEGAS — On what turned into a remarkable day on all accords, NASCAR introduced Monster Energy as the new premier series entitlement sponsor, celebrated Jimmie Johnson‘s historic seventh championship and honored the late Betty Jane France with the prestigious NASCAR NMPA Myers Brothers Award for her decades of philanthropic work Thursday afternoon.

Approximately 500 people attended the traditional Myers Brothers Awards Luncheon at the Wynn Las Vegas resort — an afternoon later capped off with the big entitlement announcement before the industry’s drivers, teams and corporate stalwarts.

Fittingly one of NASCAR’s ascending stars, Chase Elliott started the day off accepting the Sunoco Rookie of the Year award. The Hendrick Motorsports driver, who celebrated his 21st birthday on Monday, thanked his parents — including father NASCAR Hall of Famer Bill Elliott — his team and many people important in his high-accelerating career and life.

He also made a point to recognize Jeff Gordon’s six-year old son Leo for an important high-five just before the season-opening Daytona 500 — a race Elliott started from the pole position.

“That was a neat moment and it put everything in perspective,” Elliott said, smiling. “I can say I truthfully feel at home now, and I think that says a lot.”

As is typically the case, the luncheon was a true “Who’s Who” event for the sport.


Longtime team owner Jack Roush was honored with the prestigious Buddy Shuman Award, which recognizes individuals who have helped the sport grow. Roush has fielded a Cup team for nearly 30 years.


“Normally, I don’t like surprises but for this, I will make an exception,” said a grateful Roush.


Carl Edwards was awarded the Coors Light Pole Award for his six pole positions and Comcast XFINITY was given the Marketing Achievement Award. Kevin Harvick won his third consecutive “American Ethanol Green Flag Restart Award” and his engine builder Scott Vester was awarded the “Mahle Clevite Engine Builder of the Year” trophy.

The 2015 Sprint Cup champion Kyle Busch was awarded the Duralast Brakes “Break of the Race” award, the “Sherwin-Williams Fastest Lap” trophy and the “Mobil 1 Driver of the Year” trophies, joking afterward that he hadn’t prepared a speech.


“How do you get the fastest lap and the biggest brake award?” he asked the crowd, laughing. “Guess I’m just a talented driver.”


Chevrolet feted retiring three-time Sprint Cup champion Tony Stewart inviting the owner-driver on stage.


“He is a racer, a winner, a champion, a partner, and most important to us, a friend to Chevrolet,” Chevrolet executive Terry Dolan said.


Johnson and his team were recognized for numerous achievements — from Chad Knaus as the series’ top crew chief to the entire over-the-wall group for their series best pit crew efforts. The team’s longtime sponsor, Lowe’s earned the “Champion Sponsor Award.”

RELATED: No. 48 pit crew earns conveted Mechanix Wear Award

Goodyear presented Johnson with his seventh version of one of the NASCAR’s most amazing trophies, a solid gold-plated 1/12th scale of his No. 48 Lowe’s Chevrolet.


“I’m definitely living the dream,” Johnson said, smiling. “I may have dreamed big, but I’ve definitely overshot those expectations.”

The afternoon wrapped up with the prestigious National Motorsports Press Association’s (NMPA) Myers Brothers Award, which was given to France for her decades of impactful, charitable work. The wife of former NASCAR Chairman Bill France Jr. and mother of current NASCAR Chairman and CEO Brian France and International Speedway Corporation’s CEO Lesa France Kennedy, France passed away August 29 of this year.


Her charitable legacy has been far-reaching and significant to countless people across the country.


She helped establish the “Speediatrics” children’s units in both Daytona Beach and Homestead, Florida hospitals. Her work has raised more than $25 million and improved the lives of more than 1 million children.


Additionally, her namesake award, the Betty Jane France Humanitarian Award presented by Nationwide, recognizes people across the country, who have made a difference in helping others.

This year’s winner was Andy Hoffman, whose Team Jack Foundation, raises money for pediatric brain cancer research. The award comes with a $100,000 donation to the Team Jack organization.


France’s daughter, Lesa France Kennedy, accepted the Myers Brothers Award on her mom’s behalf. And a standing ovation in France’s honor, greeted Kennedy as she left the stage.

“I just have to say my mom would be so honored by this award,” Kennedy said. “She was an amazing woman. It touches my heart to look back and see she left such a legacy. This would have meant the absolute world to her.”


Here is the complete list of Thursday’s award winners from the NASCAR NMPA Myers Brothers Awards Luncheon:
· NMPA Myers Brothers Award: Betty Jane France
· Buddy Shuman Award: Jack Roush
· NASCAR Marketing Achievement Award: Comcast XFINITY
· Chevrolet Cross Flags Award: Tony Stewart
· American Ethanol Green Flag Restart Award: Kevin Harvick
· Coors Light Pole Award: Carl Edwards
· Duralast Brakes “Brake in the Race” Award: Kyle Busch
· Goodyear NASCAR Series Champion Award: Jimmie Johnson
· Ingersoll Rand Power Move Award: Dave Rogers, Joe Gibbs Racing No. 19 Crew Chief
· MAHLE Clevite Engine Builder of the Year Award: Scott Vester, Hendrick Engines No. 4 team
· Mechanix Wear Most Valuable Pit Crew Award: Hendrick Motorsports No. 48 team
· Mobil 1 Driver of the Year Award: Kyle Busch
· MOOG Steering & Suspension Problem Solver of the Year Award: Alan Gustafson, crew chief No. 24 Hendrick Motorsports team
· Sherwin-Williams Fastest Lap Award: Kyle Busch
· Sunoco Diamond Performance Award: Jimmie Johnson
· Sunoco Rookie of the Year Award: Chase Elliott
· Champion Sponsor Award: Lowe’s
· Champion Crew Chief Award: Chad Knaus
· Betty Jane France Humanitarian Award Presented by Nationwide: Andy Hoffman

Posted on by Staff Report

WATCH: Full “After the Lap” program


Tony Stewart has long admired A.J. Foyt and that admiration was on display during NASCAR’s After The Lap program Thursday night in Las Vegas.

Stewart was was holding court on stage with the 15 other Chase for the NASCAR Sprint Cup drivers and hosts Rutledge Wood and Guy Fieri, reminiscing and telling tales from his NASCAR racing days. Wood stopped the chatting to bring out Foyt, a seven-time victor in NASCAR’s premier series and four-time winner of the Indianapolis 500.

“This is the baddest man on the planet right here,” Stewart said of Foyt.

Foyt sat next to Stewart and the two told a handful of stories — in a playful back-and-forth banter — while the rest of the drivers listened on.

Stewart described when he knew he was a fan of Foyt.

“I knew this was my guy the year he was at the Indy 500 and got out of his car and started beating on the right front suspension with a hammer,” Stewart said.

“And then had the (expletive) to get back in it and drive it. I was like, ‘That’s my horse right there.’ “

Foyt also shared with the group what he told Stewart when he was first starting out.

“The only thing I told Tony when he first started, was, ‘Don’t act like I do because I acted like a fool many times,’ ” Foyt said.

“How do you think that worked out?” Stewart quipped back.

Stewart, a three-time NASCAR Sprint Cup champion, ended his NASCAR career after the 2016 season.

Posted on by Staff Report

NASCAR announced on Thursday in Las Vegas that Monster Energy would become the new entitlement sponsor of stock car auto racing’s premier series.


Needless to say, the NASCAR community was thrilled with the news.


Posted on by Staff Report

RELATED: Official NASCAR release | NASCAR Nation reacts to news

LAS VEGAS – NASCAR announced on Thursday at Wynn Las Vegas a multi-year deal that will make Monster Energy only the third entitlement sponsor in premier series history.

The length and terms of the deal were not disclosed, but both parties hailed the partnership as the perfect fit for both brands.

“Monster Energy is a brand built on excitement and enthusiasm, qualities that align with NASCAR,” said Brian France, NASCAR Chairman and CEO. “This sponsorship position is the most unique in all of sports and entertainment, and we are thrilled to have a partner that will help us further elevate the series. Today’s announcement is the culmination of a thorough search, one that resulted in the right partner at this important time in our sport’s history.” 

Monster Energy has existing sponsorships with a number of motorsports sanctioning bodies, athletes and teams, but the NASCAR deal signals the biggest sponsorship step in the company’s history.

“Monster has built its brand on racing and motorsports, and NASCAR is the pinnacle of motorsports in America,” said Mitch Covington, vice president of sports marketing at Monster Beverage Company. “It’s American racing; we’re an American brand that’s a global company, and NASCAR is, too. When the opportunity came along to further associate yourself with a sport like NASCAR, it was the perfect fit for us. … NASCAR is just a hard-hitting, close-racing, fun property to be associated with.”

Along with naming rights to NASCAR’s top series, Monster Energy will also hold race sponsorship to the NASCAR All-Star Race and become the Official Energy Drink of NASCAR. Monster Energy also said it will continue to sponsor Stewart-Haas Racing‘s No. 41 car.

Thursday’s announcement is the culmination of a lengthy and thorough search by NASCAR to find the successor to Sprint, whose entitlement sponsorship will end on December 31, 2016. 

Steve Phelps, NASCAR executive vice president and chief global sales and marketing officer, said that the sanctioning body spoke with numerous companies throughout the process, ultimately choosing Monster Energy for a number of reasons, not the least of which was its lifestyle culture.

“We have the good fortune of finding a brand that we believe works for our sport,” Phelps said. “They’re going to bring their lifestyle to their activation. … They’re going to bring their brand, their excitement, their energy to this partnership, and the fans are going to be the winners. It’s all about engaging the fans and having the fans have unique, fun experiences whether at the race track or through different mediums, through social, digital, content.”

Phelps said a number of ancillary details will be announced in the coming weeks. Among those still under discussion is the name of the series, the series mark and the championship trophy.

Under the agreement, energy drink sponsors already involved in NASCAR may remain in place. Potential sponsors from the energy drink category will not be eligible for future sponsorship if not already involved in the sport.