Let’s Talk About the Monster in the Room

March 10, 2022 by
Photo Credit: Monster Energy

In 2021, a new sponsor quietly arrived on the scene in the sport of CrossFit. It wasn’t Mercedes or Capital One or Tag Heuer – partners you might expect at a premier sports event. It was Monster Energy. Much like it’s more straight-laced counterpart, Red Bull, Monster Energy has made its name in the sports world by sponsoring athletes and events in less traditional sports like F1, rally car, motocross, mountain biking, skiing, MMA, and even bull-riding. They sponsor some of the best athletes in the world including Lewis Hamilton (F1), Steve Peat (mountain biking), Alex Hall (skiing) and Douglas Lima (MMA).

When the partnership with CrossFit and subsequent athlete sponsorships were announced, the reception was mixed, to say the least. Admittedly, without any warning – the images of athletes at the CrossFit Games drinking water from oversized Monster labeled cans, even occasionally dumping the contents on their heads following events, was a bit odd. 

But the partnership represented a lucrative opportunity for both CrossFit the sport as well as athletes who have historically been some of the lowest paid within the professional sports realm.

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