Monster Energy just finished its first year as the primary sponsor of the NASCAR Cup Series, but it's unclear if the company will be a long term sponsor for the sport.
According to Adam Stern of Sports Business Journal, fans had mixed reviews for Monster Energy in its first year of the series.
Stern tweeted that most would like to see Monster Energy continue to be the sponsor for the sake of continuity, but there executives who were frustrated with the company's approach to NASCAR.
"Most believe new title sponsor Monster had a solid start but did experience some growing pains," Stern said. "Some insiders pointed to the challenge of meshing assets Monster received from NASCAR with deals that tracks had with other brands.
"For example, at the season finale at Homestead-Miami Speedway, Ford and Monster both received signage on the flagstand because the track has a longstanding deal with the automaker."
Stern reported that Monster has to decide in early 2018 whether they are going to sign a two-year, $20 million deal for 2019 and 2020to remain the sponsor for NASCAR, and most are split as to whether they believe Monster will sign the deal or if they even should sign the deal.
The continuity aspect is intriguing because NASCAR doesn't want to continue cycling through sponsors. They'd be starting over again and experience more growing pains if they brought in a new sponsor, and it's likely the relationship with Monster Energy improves over the next year.
But if it doesn't, NASCAR could be looking for yet another sponsor for the 2019 season and beyond.