Monster Energy is in talks to sign a personal-services agreement with NASCAR driver Carson Hocevar, according to people familiar with the matter, a move that would align the company with one of the sport’s most talked-about athletes.
Hocevar has become a lightning rod of attention in NASCAR over the last year through his bold and at times aggressive driving style, which nearly won him the Daytona 500 last month before being crashed out in an incident on the last lap. He’s still currently 10th in the points standings after three rounds, and a contract extension with Spire Motorsports announced earlier this year is supposed to keep him with the team majority-owned by TWG Global into the 2030s. The 23-year-old from Michigan is still looking for his first win in the Cup Series.
Now, Monster is negotiating with Hocevar to start endorsing the energy drink brand as soon as this season, according to four people familiar with the matter. Proposed financial terms couldn’t be immediately learned.