With Monster Energy set to take over the role of NASCAR’s premier series, the sanctioning body announced on Monday its top division will be rebranded as the Monster Energy NASCAR Cup Series, effective Jan. 1, 2017.
NASCAR reveals new name for Cup Series
The Monster Energy NASCAR Cup Series is now the name of the sport’s premier division.
Photo by Jonathan Ferrey/Getty Images
That NASCAR will continue to use “Cup,” which has been used since 1971, to signify its highest national series is surprising. There had been speculation NASCAR would drop the name to better emphasize Monster’s involvement.
The energy drink company is taking over for Sprint, which announced in 2014 it would end its 13-year role as entitlement sponsor at the conclusion of the 2016 season. Although exact terms of NASCAR’s deal with Monster weren’t disclosed when the association was unveiled earlier this month, NASCAR CEO and chairman Brian France said it was a “multi-year” agreement.
Monster is the third company to sponsor NASCAR’s premier series, with R.J. Reynolds through its Winston cigarette brand serving that role from 1971-2003, and Sprint from 2004-2016.
In addition to a new name for the Cup Series, NASCAR also introduced a new logo on Monday.
“It was important for us to recognize our history and implement a piece of each previous mark in the new design,” NASCAR Chief Marketing Officer Jill Gregory said of the new logo. “Our goal was to evolve the sport’s visual identity to make it concise, relevant and functional, while respecting and maintaining the unique qualities of the original mark.”
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