Mixed martial arts (MMA) fisticuffs and NASCAR brawls? This might be a match made in heaven. Indeed, Bellator MMA is entering into a new partnership with NASCAR, sending out a bulletin to announce that four Bellator shows will take place during the 2017 Monster Energy NASCAR Cup Series.
Bellator President Scott Coker was enthused to announce this latest move.
“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. I want to thank Cody Dresser and Hans Molenkamp from Monster Energy for helping put this great partnership together, and I'm looking forward to introducing Bellator to a whole new fan base.”
The exact nature of “events” has not been fully clarified, though the press release describes Bellator’s presence as “a pre-race activity for fans in attendance,” while promising that “just like the action on the racetrack, Bellator will bring the same excitement inside the cage.”
Mitch Covington, Vice President of Sports Marketing for Monster, offered equally enthusiastic comments to Coker’s about this new arrangement.
“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."
You may notice everyone is using the words “new fan base” here — I definitely did. Bellator’s featured events will be at Charlotte Motor Speedway (Sat., May 20, 2017), Bristol Motor Speedway (Sat., Aug. 19, 2017), Talladega Superspeedway (Sun., Oct. 15, 2017) and Homestead-Miami Speedway (Sun., Nov. 19, 2017).
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