I took it as NASCAR was not happy with the promotion from Monsters side. I agree, Monster failed in the promotion of the sport sans the monster girls. Nextel and Sprint did far more. I wouldnt want Monster back either.
I think both sides had different ideas. Monster says they are still going to be involved in the sport
"I'm very interested in seeing the new model," Monster Energy Vice President of Sports Marketing Mitch Covington said. "We're just deep in supporting the sport. We definitely want a front-row seat to see the new model.
"I won't use the word 'difficult' [to describe the deal in its current form]. It's complex in the fact there are so many entities to deal with. ... We've been in it long enough, we feel like we're [navigating the sport] well."
"Monster is all about racing, and this is the biggest form of racing in motorsports in America, so it's been a great fit for us, for our brand image in doing what we do," Covington said. "We go racing.
"We want to associate ourselves with great racers and racing, and NASCAR affords us to be able to do that in a big way on a very large platform."
Monster chairman Rodney Sacks told financial analysts in January that the sponsorship helped expand awareness of the brand.
"We have gotten a lot more visibility, a lot more recognition for the brand through the NASCAR sponsorship," Sacks said. "It's very expansive. It's on TV, it's appearing on talk shows. We look at the metrics that the NASCAR folk give us, and it certainly does seem to have been enhanced.
"Now the degree is, to what degree? That we don't know. ... It took us a little bit of time [in 2017] to get up to speed, to get our activation going. We think we'll see a lot clearer benefits and more benefits coming from that relationship this year."
http://www.espn.com/racing/nascar/s...rgy-extend-sponsorship-deal-nascar-cup-series