What does Monster Energy look for when selecting athletes to sponsor?
Answered in: How Monster Joe selects teams to sponsorThe Answer
Monster Energy looks for influencers within subcultures rather than just top-performing athletes. According to Joe Parsons, you don't have to be an athlete that wins races - what matters is that 'they all know you show up to the dance.' Monster seeks out 'the Ferris' in every culture and subculture - the cool kid, the influencer who has authentic street credibility within their peer group. They value athletes who can tell compelling stories over time, through both highs and lows, rather than just focusing on statistics and wins.
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