Once upon a time, the Sprint Cup was the Winston Cup, Rothmans decorated Porsche 962s in Group C, and the Marlboro chevron was everywhere a wheel turned in anger. Though those days are long gone, energy drink makers like Red Bull and Monster have stepped in to fill the financial void left behind by Big Tobacco. At least for now.
Asphalt & Rubber says that what happened to tobacco sponsorship in Europe and, eventually, the rest of the world could soon happen to energy drink sponsorship. Sales of energy drinks have been banned for sale to consumers under 18 in Lithuania thus far, while some cities and states in the United States are considering the same. Meanwhile, the American Medical Association is advocating a marketing ban on energy drinks to under-18s, which led to industry leaders from the likes of Red Bull, Monster, Rockstar et al having to testify before Congress.
The potential result of increased regulation could mean the energy drink makers may choose to focus on one-off events instead of sponsoring events and teams in Formula One, MotoGP et al, leaving both organizations and competitors alike once again seeking out the kind of sponsorship dollars tobacco once provided prior to the industry’s exodus in the mid- through late 1990s.