Blues announce partnership deal with Monster Energy

Tuesday, 17 September, 2019 50comments  |  Jump to last

Everton have today announced a new partnership with global drinks giant Monster Energy.

The deal will see Monster Energy become the ‘Official Energy Drink Partner of Everton Football Club,' giving the brand a presence at Goodison Park on matchdays as well as branded content and exposure across Everton's digital channels.

Monster Energy is a global lifestyle drinks brand and available in over 140 markets worldwide, including Asia which remains a key focal point for its new sponsorship portfolio. With a reputation for ‘refusing to accept the traditional' Monster Energy has built partnerships across sport supporting motocross, off-road racing, Formula 1, MotoGP, NASCAR, MMA, BMX, surfing, snowboarding, skiing and skateboarding.

Alan McTavish, Commercial Director at Everton Football Club, said: “We are excited to welcome Monster Energy as an Official Club Partner. The Monster Energy brand will be familiar to a lot of our fanbase and through this partnership they will enjoy global exposure by accessing marketing assets as well as a presence at Goodison Park on matchdays. Monster is an ambitious brand with a unique approach, and we look forward to seeing what we can achieve in partnership together.”

Monster Energy's SVP Marketing EMEA, Jon Tuck commented; “Monster Energy is hugely proud to be able to announce our partnership with Everton Football Club. Knowing the passion and pride of Everton fans in the UK and worldwide, we are excited about the opportunity to work closely together to unlock some great experiences for everyone connected with the Club.”


Reader Comments (50)

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Phil Greenough
1 Posted 17/09/2019 at 18:23:46
They're a perfect sponsor for our lethargic team, it might give them an energy boost. Not holding my breath though...
Joe McMahon
2 Posted 17/09/2019 at 18:24:35
Does this mean we will have Monster Energy when playing away matches?
John Kavanagh
3 Posted 17/09/2019 at 18:47:48
When I saw the headline, I thought great – maybe they can put 10,000 volts through Schneiderlin and Sigurdsson free of charge to perk them up a bit.

Alas, it's just an energy drink outfit – I doubt whether our beauts have the strength to lift the can.

Brent Stephens
4 Posted 17/09/2019 at 19:43:19
Great news. I'm really excited by this. It makes up for the poor performance at the weekend.
John Pierce
5 Posted 17/09/2019 at 19:55:58
Must be exhausting for Everton staff to find good news to pep us up week after week.
Mark Andersson
6 Posted 17/09/2019 at 20:39:09
I didn't bother reading any more than the headline...

PR stunt after another defeat.

Karl Masters
7 Posted 17/09/2019 at 21:10:03
These drinks are bad for kids. Rammed full of sugar and guaranteed to make them hyperactive.

Schools have banned them in some cases. Unfortunately, due to the brand imaging, a lot of kids are attracted to these.

Peter Neilson
8 Posted 17/09/2019 at 21:11:19
The contradiction of Monster Energy to our team will be cruelly exposed to the global market pretty quickly. Good luck unlocking those experiences.
Phil Sammon
9 Posted 17/09/2019 at 21:18:38
Maybe I'm just finding something to moan at... but I don't think this is a brand we should associate with. Their product is just about the worst thing a child can legally consume.

Energy drinks and Angry Birds... maybe the plan is to rot the brains of the next generation of fans entirely.

Paul Birmingham
10 Posted 17/09/2019 at 21:23:34
There's a sense of irony in the announcing of this new partnership.

Will it spark the first-team squad into putting in a proper shift every game and preparing properly off the pitch for every next game and maintaining focus, communication, passion, desire and effort and teamwork in every game?

Surely, surely the Riot Act has been read and Harry Catterick no-nonsense tactics to shirkers has been used at Finch Farm this week?

If there's no change this weekend and the next month, then we face another season in no-man's land.

I'd start with Moise Kean, but I reckon, for this game he may start, plus if fit André Gomes takes the place of Schneids, Bernard for Siggy. Make Delph, the new Captain, but I think this could happen, the next time Seamus is injured, but then Delph could be injured at the same time.

Who then should be Captain, else should Seamus stay as Captain?

Kenn Crawford
11 Posted 17/09/2019 at 21:37:28
Delph was rotten on Saturday... so one good game, one bad. I'm still not convinced, yet some are wanting him to be captain? As to the drink, any exposure is good, even if the drinks are not.
Gerard Carey
12 Posted 17/09/2019 at 22:20:07
Monster Energy, our first team could really do with some of that.

They threw in the towel last Saturday with 15 minutes to go.

Bob Hannigan
13 Posted 17/09/2019 at 22:32:59
Will this help them find the back of the net? 😳
Peter Gorman
14 Posted 17/09/2019 at 22:48:39
Terrible news - I only drink Red Bull.
David Connor
15 Posted 17/09/2019 at 23:02:05
Let them down a couple of cans before each game. Looks like most of them need it. The useless bastards.
Jamie Crowley
16 Posted 17/09/2019 at 23:03:07
This is excellent news, and my cousin is a regional manager at Red Bull for 30+ years!

Monster is a major brand. Partnering with companies like this is further evidence the Board are trying to market our brand at a higher level.

Jay Harris
17 Posted 17/09/2019 at 00:01:18
I really don't know what the obsession is with Delph. I know he was at Man City but anyone who has been at a club 5 minutes and starts calling all his teammates shit while being shit himself is not exactly endearing himself to his teammates.

It is Silva's job to privately talk to individuals and the team collectively to correct what is going wrong and by tactics, team selection and motivation, come up with the winning formula.

If he is not up to it, it is up to Brands to recognize that and go find someone better.

Bill Watson
18 Posted 18/09/2019 at 02:08:11
Jay #17

I think the consensus on TW is that the club has lacked on the field leadership, for some years, and have too many players who lack the will to win when the chips are down.

Delph is a winner and hates losing. We could do with a few more like him.

Alan J Thompson
19 Posted 18/09/2019 at 06:49:15
I'll have a Monster, Angry Chang while I place my bet, please.

Who does the pork pies and the Toffee Lady these days?

No, I'll have to rephrase that...

Martin Berry
20 Posted 18/09/2019 at 08:20:52
Phil #9,

Spot on, mate. Hyperactive rubbish drink crammed full of sugar and caffeine — not the sort of thing that "Young Blues" need to think we're advocating through promotion.

Paul Brierley
21 Posted 18/09/2019 at 09:00:22
Amazing how good news can be perceived so negatively.

We are raising our profile and being paid for it. Whilst I personally wouldn't drink such, I don't see how we can take the high moral ground here.

I mean, if we are to be so picky on who sponsors our great club we will be looking long & hard, let's be fair if it was a soft drink it would also be full of sugar, a pie company full of fat, maybe we should stop the Toffee ladies from dishing out sweets?

We are already sponsored by a Betting company and let's be fair gambling can ruin lives. So to all the naysayers: can you suggest a suitable sponsor that is available and willing to invest in Everton FC??

Peter Neilson
22 Posted 18/09/2019 at 09:18:22
Paul [21] I think the majority of the comments are highlighting the irony of an energy drinks company sponsoring our lethargic players and it being announced straight after yet another terrible away performance.
Alex Carew
23 Posted 18/09/2019 at 10:23:39
Okay, the important question, what's it worth to us? How much are we getting?
Eric Myles
24 Posted 18/09/2019 at 14:25:03
Martin #20, isn't it taurine, not caffeine?
Kristian Boyce
25 Posted 18/09/2019 at 14:57:42
Oh great, a company who's main customers here in the States are teenage boys, Motocross fans and – to put it bluntly – white trash rednecks.
Jay Wood

26 Posted 18/09/2019 at 15:01:21
Fascinating what TW leads you to learn. Thank you Eric Myles for piquing my interest, leading me to look up what is taurine.

I now know that taurine is a moleclue originally discovered in bull semen or bile and is said to strengthen and protect heart muscle cells as well as hearing and vision. Hmmmm! Delicious!

Thus the justification of the likes of Red Bull and Monster using it (together with caffeine, I have to report Eric) in their energy drinks, although there is conflicting opinion on taurine's benefits to humans by medical science.

Jamie Crowley
27 Posted 18/09/2019 at 15:31:53
Yes, no one would advocate knocking back three Monsters a day. But saying it's sending the wrong message is a little rich for me.

Sponsors include insurance companies that fucked over the entire world economy, car companies that asked for American bail-out money, gambling companies that create addiction in some folks, etc.

If the kids' parents are so asleep at the wheel to allow their children to down a Monster, that's on them, not the company, the product, or any Club that allows them to sponsor their brand.

Jesus, whatever happened to personal responsibility? Our kids are so sheltered, it's no wonder they flounder as young adults. Parent (verb), don't bitch.

Martin Berry
28 Posted 18/09/2019 at 16:05:20
Eric # 24,

You're right taurine as well as caffeine, and 9.5 teaspoons of sugar in the big cans, see attached report of which I am sure there are many on the net.

Make of it what you will but this is a bad move for the Club and needs stopping.

Eric Paul
29 Posted 18/09/2019 at 16:09:27
White trash?!!!!!!
Joe Corgan
30 Posted 18/09/2019 at 16:17:41
Martin, did you have an issue with us being sponsored by Chang? Or now being sponsored by a gambling company?

In any case, there are sugar-free variants of Monster – just the same as most other drinks brands.

Martin Berry
31 Posted 18/09/2019 at 16:24:41
Joe #30,

I love Chang and had 12 years in Thailand to prove it but I was over 18 years of age, and of course I can gamble too!

The problem I have is the harmful crap that is in these drinks that youngsters can buy, and they don't bother reading the ingredients, I never did when I bought pop! I think we are wrong to advocate this product and I think there maybe a backlash on this move.

Anyway that's all I have to say, the evidence is in the attachment.

Jay Wood

32 Posted 18/09/2019 at 16:52:43
Each and every time a new 'business partner' or sponsorship deal is announced, there is always the same outcry from some about the 'ethics' of the brand paying Everton to be associated with the club.

There is some legitimacy to the opposition but, as Jamie C states (in this case), parents are (supposedly) the well-informed adults who are best placed to educate and guide their children on their dietary habits and the health risks of imbibing too many soft/energy drinks.

That extends to what parents put in their shopping cart, buy for snacks at the shopping mall or cinema, and the food and drink they serve up at family meals.

Such education should extend to enlightening kids on the deceit of subliminal messages of advertising and the appealing images used; that they would be somehow incomplete – outcasts from their peers, even – if they didn't wear/eat/drink/whatever the particular brand being promoted.

It's my experience that kids actually feel more secure and like adults, parents in particular, looking out for them without totally molly-codling them.

John Raftery
33 Posted 18/09/2019 at 17:06:34
People complain we don't punch our weight in commercial terms and then complain whenever the club reaches a deal. Could someone suggest which companies, products or brands would be acceptable?
Kieran Kinsella
34 Posted 18/09/2019 at 17:13:51
Mother Theresa will be our new sponsor as we seek an ethical partner to boost our Asian market.

Seriously though, sports tend to attract scum bag sponsors. For years F1 was bankrolled by cigarette companies. We have loan sharks, dodgy financial firms (AIG), corrupt despots (Qatar), gambling firms, petroleum greenhouse gas creators, etc. But if we're talking morality how about the morality of charging someone who is making 㿀k a year, 𧼐 a year to watch someone doing a bad job on 𧴰k a week?

John Raftery
35 Posted 18/09/2019 at 17:16:30
If Mother Theresa is prepared to pay into our club, she is more than welcome to do so. We need all the help we can muster to fight satanic influences.
Bobby Mallon
36 Posted 18/09/2019 at 19:53:00
Jamie Crowley, well fucking said.
Phil Wood
37 Posted 18/09/2019 at 23:13:55
Hang on.

I thought we were already sponsored by "Lack of Energy"

Won't this mean a conflict of interest?

Bill Gienapp
38 Posted 18/09/2019 at 23:27:12
I used to be a Red Bull man myself, but have transitioned more to Monster these days – more variety in terms of flavor (Red Bull has different flavors too, but most of them stink – I tried Red Bull Summer Breeze and it tasted like I was drinking anti-freeze).

So yeah, Monster's good stuff – but drink responsibly, kids!

Alan J Thompson
39 Posted 19/09/2019 at 06:16:06
If we could attract the organization with the money behind Mother Theresa we'd be set with the first priority being the new ground just to rid themselves of their opposition in the corner.
Kenny Smith
40 Posted 19/09/2019 at 10:05:24
Could be worse... could've been Monster Munch!
Ray Roche
41 Posted 19/09/2019 at 10:32:16
Bill @38,

“It tasted like I was drinking anti-freeze “

Bill, how do you know? Have you tried anti-freeze when you've run out of meths?


Colin Callaghan
42 Posted 19/09/2019 at 13:09:26
I give taurine to my dog cause he has congestive heart failure… makes the heart pump more distributing more oxygen and it's good for high blood pressure.

It's just an amino acid that we can make synthetically now.

Justin Doone
44 Posted 19/09/2019 at 14:02:58
Omg... I thought this was a football forum.

No idea how much its worth but hopefully it's a good deal meaning extra revenue for increased salaries, transfers, pay contracts off etc.

We still need to spend a lot more, weather that's with Silva in charge or someone else. Top 6 is going to be a struggle (as is top 10) but the season is early and I live in hope.

Monsters can be good or bad. It's our midfield zombies I'm concerned about.

David Chait
45 Posted 19/09/2019 at 14:24:17
I'm very excited by this... for one reason: I do a lot of work with Monster and hoping to get tossed a bone if they do an event at Goodison for a game! Get to fly across the globe and see my blues for the first time since 2004!! I'm holding thumbs!
James Lauwervine
46 Posted 20/09/2019 at 10:07:05
SportPesa, Angry Birds and now Monster Energy. I'm far from pleased to have our great club associated with any of those brands.

Monster is the worst of the lot. I've had real problems getting my youngest lad to kick his addiction to it. It's fucking terrible stuff.

Paul Bernard
47 Posted 20/09/2019 at 10:17:11
As someone who has struggled to get off these relentless and Monster energy drinks, they are indeed bad news for kids. I do believe that some shops and supermarkets now have the 'think 25' rule (apologies if I have that wrong).

Heres the thing though, people are here saying they are bad for kids, well guess what? smoking and alcohol are bad for adults too, but we still do it.

We all have this insatiable desire to ruin ourselves and the planet. We are told not to do something, so our initial reaction is to do it and find out why we shouldn't.

As for sponsoring Everton? Ethics and morals went out of the game years ago, unfortunately for us we were just too slow to catch on. Now we watch our rivals pull away based on huge commercial deals and other such factors.

So, if they can line our pockets like red bull do with other teams and other sports, then I'm all for it.

When we lift a trophy I doubt many of us would think 'I should really enjoy this day but I can't because Monster gave us the money to compete for it.'

ps: I still haven't kicked the addiction. :)

Phil Greenough
48 Posted 20/09/2019 at 10:39:51
Nail on head there, Paul. Good luck with your addiction.
Stan Schofield
50 Posted 20/09/2019 at 16:22:30
I don't see the point in having moral objections to such sponsorship deals. If we use the logic of moral objection, we should have nothing to do with Sky.

As adults, we're interested in morals and politics, but in the case of supporting a football club like Everton, I think we are acting differently, and all that matters is winning football games. If we do that, all is well with the world, especially if we win trophies, in which case the world becomes paradise.

Dan Parker
51 Posted 20/09/2019 at 20:42:54
Toffees aren't very good for your health either!
Neil Copeland
52 Posted 21/09/2019 at 12:15:11
Bill # 38 and Paul # 47, I am just pleased that I am not the only one. Love Monster Original (green one). Full of sugar but who gives a shit.

Great deal for the blues, at least we are taking the commercial sides of things seriously. Monster are well, a monster sized company, best deal since NEC.

As for ethics, give me a break, as others have already stated; what are responsible parents supposed to be teaching their offspring? I bet more kids do drugs than get hooked on energy drinks.

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