Monster hires NASCAR industry executive: Monster Energy has hired longtime NASCAR industry executive and lawyer Tom Norwood as its new Director of NASCAR as the brand becomes the title sponsor of NASCAR’s premier series. Confirming the move, Monster VP/Sports Marketing Mitch Covington last week said Norwood was hired “to facilitate the business negotiations with tracks and other partners [like TV partners].” Norwood was most recently Dir of Business Operations at HScott Motorsports, which folded after last season. Norwood used to serve as counsel to former NASCAR driver Robby Gordon, who was sponsored by Monster, which made him familiar with the company. Covington noted that Monster Senior Sports Marketing Manager Cari Cellini, who has headed up Monster’s NASCAR program in recent years when it was solely a team sponsor, will continue to head up Monster’s hospitality and trade-guest activation programs.(Sports Business Daily)(1-4-2017)
