When NHRA legend John Force hinted he’d have a “monster” sponsorship announcement Wednesday for daughter Brittany’s Top Fuel dragster, he wasn’t kidding – literally or figuratively.
Father and daughter Force were ecstatic when they were finally able to reveal a major deal where Monster Energy drink will become the primary sponsor for Brittany’s dragster for all NHRA Mello Yello Drag Racing Series national events for the next three years.
Sister Courtney’s team, as well as those of brother-in-law Robert Hight and team patriarch John Force, will also carry Monster as an associate sponsor.
“This is honestly a dream come true,” Brittany Force said in a Wednesday afternoon teleconference. “My sister and I have been chasing Monster for a while. To see it all actually happening, it’s pretty surreal. I’m beyond excited about it.
“Monster’s all about living life on the edge. I think our sport ties in perfectly to that because there’s nothing more extreme than driving a Top Fuel dragster. You’re racing down the track 330 miles per hour. I don’t think there’s anything more extreme than that. I honestly think we are really a perfect fit.”
John Force, who had been financing much of Brittany’s dragster this season out of his pocket, is both excited – and financially relieved.
“Well, it’s a big relief to me not just financially, but a relief that we’ve kept this a secret for a year,” Force said. “You know me, I can’t keep a secret.
“The problem I had was my next generation, my driver, my daughter, didn’t have a home (sponsorship). You could see the teams, as hard as they work night and day on the racecars at the races, having a trailer that’s not branded with a sponsor’s name.
“Everyone knows you’re underfunded. Everyone knows financially you don’t have everything that it takes. You want that name. It’s an honor badge that you wear.
“To land a company like Monster, that’s huge. … The kids got it done. Unbelievable. It’s the chance of a lifetime.”
Monster was previously an NHRA sponsor with the now-retired Kenny Bernstein.
“Monster’s marketing is built on three things mainly: that’s racing, music and girls,” Monster vice president of sports marketing Mitch Covington said in a Wednesday afternoon teleconference. “We think that fits great with drag racing. We’re just super excited to be back in this sport.”
Brittany Force will debut her new sponsorship and colors at this weekend’s NHRA Southern Nationals at Atlanta Dragway in Commerce, Ga.
“John Force Racing, we don’t have to tell anybody, is synonymous with winning,” Covington said. “Monster’s brand is really built on a culture of winning. Man, we just can’t wait till this weekend to unveil that car.”
Covington went on to tell a funny story of how the deal first began to take shape.
“As to how we got in with John Force Racing, you guys all know John Force is one hell of a salesman,” Covington said. “I actually met him at a wedding party. This dude (Force) chased me down the whole time.
“But I got news for everybody. John Force didn’t sell this deal, it was his daughter Brittany and his other daughter Courtney.”
Brittany Force, in effect, will become Monster teammates with several dozen athletes that the company sponsors, including NASCAR drivers Kyle and Kyle Busch and reigning Formula 1 champion Lewis Hamilton and teammate Nico Rosberg.