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Talks ongoing between Monster, NASCAR

Monster Energy has had several high-level meetings with NASCAR execs in recent weeks regarding the future of its Cup series title sponsorship, according to sources, but no decision has been reached yet about the future beyond '18.

Monster Chair & CEO Rodney Sacks discussed the topic Thursday at the company's investor meeting, saying management is "evaluating where we are going forward in 2019 and thereafter." He said, "We're busy in discussions with NASCAR and deciding what will be the best way forward for us. But certainly this year we're fully vested and excited about the opportunity for the brand and continuing to establish our presence in NASCAR and with the NASCAR consumer."

At least one financial analyst expects Monster to renew the deal. Stifel Financial, which covers the beverage industry, released a note this week that included a section with the header, "NASCAR Sponsorship Renewal Likely Despite Extension."

Several people close to the deal have recently shown an increasing, but not unanimous, sense of optimism around NASCAR's chances of a renewal.

--- Sports Business Daily ---