Of all of the issues that NASCAR faces -- anthem controversy, low TV ratings, teams in turmoil -- there is one that may be the most pressing and challenging of all:
It's sponsorship with Monster Energy.
The company was supposed to inform NASCAR whether it would pick up a two-year option to stay as the sport's primary sponsor. Monster, according to the Sports Business Journal, has asked for a extension to decide whether it will pick up its reported $20 million per year option.
https://twitter.com/A_S12/status/912297246812770306
Stern, in a serious of tweets, also said it's likely a decision won't be made until into 2018. Additionally, Monster has to decide whether to continue its commitments to two other teams.
https://twitter.com/A_S12/status/912424344588095488
Stern has estimated that between those three deals, Monster spends upwards to $50 million annually.
https://twitter.com/A_S12/status/912424797010907136
That's a whole lot of scratch. And that's why this should be the biggest issue NASCAR faces -- and fixes.
