Monster Energy’s Place in the Sport of Fitness

January 10, 2022 by
Photo Credit: Monster Energy (

Fans arriving at the Coliseum for the 2021 CrossFit Games got a surprise in the form of signage and sizable branding from new sponsor Monster Energy. Over the next week of competition athletes and event staff could be seen with cans in hand that included specially wrapped Monster-branded cans of water. 

Monster Energy’s Director of Marketing for Combat Sports and CrossFit, Hans Molenkamp, joined the Talking Elite Fitness podcast to discuss the details of the brand’s decision to become a sponsor of the Games and revealed some of their future plans for involvement in the sport as a whole. 

  • But first, the initial involvement from Monster Energy was polarizing for some given the company's ties to Coca-Cola, and it is important to note some of the details considering the rumors that have developed as a result. 
  • Coca-Cola initially purchased a 16.7% stake in the Monster Beverage Corporation that included two seats on Monster’s board of directors, and gave Monster access to Coca-Cola’s global distribution. Coca-Cola’s stake has since risen to 19.3%.
  • The relationship has had rough patches, as the two companies went to task over Coca-Cola’s launch of its own energy drinks, which Monster initially felt violated the terms of its agreement.  

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