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04/07 2017

Bellator, Monster Energy working to bring MMA to NASCAR pre-race shows

Bellator MMA Monster Energy want cage fighting as part of NASCAR pre race show

Could cage fighting be coming to a NASCAR event in the near future?PHOTO BY LAT PHOTOGRAPHIC

NASCAR CLAIMS THERE IS NO CURRENT PARTNERSHIP BETWEEN THE TWO

Gentlemen, start your grappling.

The Bellator mixed martial arts promotion teased on Monday afternoon that it was in talks with longtime partner Monster Energy to showcase a series of fights at select NASCAR events during the 2017 Cup Series season. This would be a pre-race event not unlike the concerts that usually entertain fans before the drop of the green flag. Despite the news coming from an official Bellator press release, there is currently no relationship between NASCAR and the cage fighting entity.

Bellator MMA president Scott Coker believes there is a natural fit for collaboration.

“I’m excited about Bellator’s partnership with Monster Energy and the opportunity to promote these types of events,” Coker said in a news release. “Bellator and NASCAR fans are some of the most passionate in sports, and we couldn’t be happier to bring MMA and motorsports together. Monster Energy has been a great partner of ours over the years, and we’re excited about the opportunity to integrate our brand into another great sports property within the Monster Energy family.”

That sentiment is shared by Monster Energy marketing executive Mitch Covington as well.

“MMA is an exciting sport that appeals to a wide demographic,” added Mitch Covington, vice president of sports marketing. “By partnering with Bellator to bring mixed martial arts to NASCAR, we are able to bring a fresh dynamic to the racetrack and a taste of what Monster Energy is into, allowing us all to connect with a new fan base in relevant and meaningful ways to further elevate the series.”
 
Bellator and Monster Energy are looking to host events at several races throughout the current Monster Energy NASCAR Cup Series season. In looking to create a unique experience for fans at the racetrack, there are currently no plans to televise these events.