Monster Energy is already near omnipresent in motorcycle racing, and that will continue into the next decade after reaching an expanded deal with Feld Motor Sports that now encompasses the first title sponsorship of the SuperMotoCross World Championship Series. The extended term, being announced today, lasts for an additional five years through 2030 and results in mid eight figures in total revenue flowing to Feld and SMX during that period. Monster has been the title sponsor of AMA Supercross since 2007, and Senior Vice President Mitch Covington noted in prepared remarks that this extension will take the deal past two decades and make it one of the longest-running partnerships in the history of the California-based energy drink giant. 

The 31-race SMX World Championship Series was formed in 2023 when Feld worked with rival promoter MX Sports Pro Racing to form a sort of overall dirt bike racing champion across Monster Energy AMA Supercross, which competes in the winter and early spring, and the AMA Pro Motocross Championship, which races in late spring and summer. It encompasses 17 Supercross races, 11 Motocross races, two playoff races and a world championship final. SMX and Monster Energy negotiated the extension directly without outside agencies, the sides said. Feld Motor Sports VP/Global Partnerships Dave Muye helped head up negotiations on the property side.

During the Supercross portion of the 2025 campaign, the property drew a total of 828,796 spectators to races this season, including 329,751 people who went to its pre-race festivities where sponsors and OEMs activate, while it also recorded eight of its Top 10 most-streamed races ever on Peacock. Monster has long worked with the properties it sponsors to do pass-through deals to get its convenience store partners exposure, and that will continue in Supercross and SMX as part of the extension, as will a program that provides free entry into pre-race fan fests for fans who bring a can of Monster and recycle it. Feld expects there to be new product licensing opportunities as part of the expanded term but didn’t share additional details. Monster’s activations at the pre-race fan fest include: product sampling; stunts and demos from riders of various bikes and four-wheel vehicles; barbers giving free haircuts; tattoo artists; and VR simulators.

Article Credit: Sports Business Journal – Adam Stern