December 5 2016

Five Actions for Monster Energy to Take Today

Thought Leadership, Our Work, Media, NASCAR, Motorsports

Octagon has worked hand-in-hand with Sprint for the past thirteen years to negotiate, manage and activate their entitlement of the NASCAR Sprint Cup Series. In doing so, we have helped our clients create broad awareness, consideration and consumer engagement with their products and brand initiatives, driving real business results through a myriad of changes to the industry, fan habits and the media landscape. As Monster Energy embarks on this major endeavor, we wanted to share a list of five things the brand should do to get the most out of the partnership when the first green flag drops in February.

Embrace the fan base

NASCAR is a fan-first sport. Do something tangible to improve the fan experience, whether it is at-track or enhancements to how fans consume the sport across broadcast and digital platforms. A sustained effort on behalf of the fans will go a long way in endearing you to NASCAR’s fiercely loyal following.

Engage the ecosystem

Driver support is critically important to the title partner’s success, but don’t forget the numerous NASCAR stakeholders that come together to create the product and the energy you’ve invested in. Working behind the scenes to build relationships, acknowledge team success or notable achievements, active involvement in charitable initiatives, and engaging the industry beyond the sponsorship will lend credence to the entitlement.

Announce your presence with authority

Be thoughtful and respectful of the sport’s history, but move aggressively to minimize previous corporate brand associations by establishing a creative territory within the sport and building a comprehensive approach to branding. The transition can be daunting.  Prioritize your “to do list”, and leverage data and analytical tools to determine which pieces are most critical to maximize exposure and drive results in 2017.

Manage conflict

NASCAR can be a complicated, multi-layered landscape full of pre-existing conflicts. The entitlement partner has a unique opportunity to establish a distinctive territory and secure the rights you need to set the brand apart from the competitors. Think about today and tomorrow, and use your analytical tools and industry experts to help predict which opportunities and assets will be most relevant down the line.

Align internally

Last on the list, but perhaps the most critical, an investment of this size requires a commitment and alignment across the entire organization. Build your case now and add to the story whenever possible. Selling the power of this sponsorship across your company is a strategic imperative.