Can Monster Help Professionalize CrossFit?
Brows furrowed across the CrossFit community when the multi-billion dollar drink company Monster Energy showed up as a sponsor at the 2021 NOBULL CrossFit Games
The main problem: Monster Energy—a company that is 19.3 percent owned by Coca-Cola—is generally associated with sugary beverages perceived to be at odds with CrossFit’s emphasis on improving health.
Undeterred, Monster Pushes Forward
Despite not being given a warm welcome from the CrossFit community, Monster didn’t shy away after last summer’s Games. Instead, they spread their tentacles deeper, and recently revealed they have signed an A-list of Games athletes.
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