How Monster Joe selects teams to sponsor

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.

According to Joe Parsons at Monster Energy, athletes need to work at least two years in advance. He explains that 'nine times out of 10, even if it's a relatively nice deck that's been sent to you, the budget's been filled two years ago.' Contracts can take six months just to get finalized, so if you're doing a one-year deal, by the time the contract is solidified, the deal might already be over. This is why Monster prefers two to three year deals minimum - it allows both parties to leverage the program and build momentum.