Mitch Covington has been a driving force behind Monster Energy’s rise in action sports, motorsports, and beyond. As VP of Sports Marketing, Mitch has helped shape some of the biggest partnerships in the game. From signing athletes to negotiating major deals, he’s played a key role in building Monster’s presence across the sports world. In this episode, Mitch shares untold stories—working with Dana White and the UFC, signing Conor McGregor during his early rise, bringing Tiger Woods into the brand, and how Monster became the title sponsor of Supercross. It’s raw, real, and packed with sharp business insight and wild behind-the-scenes stories.
This is a look behind the curtain at Monster Energy.
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PRESENTED BY: Monster Energy 🟢
https://www.monsterenergy.com/en-us/
00:00:00 Intro
00:01:44 How Mitch Covington got envolved in Motorsports
00:15:34 The life skills Motorsports can teach a child
00:23:03 The motivation to Win
00:35:41 Mitch Covington's key to making sales
00:42:02 How Mitch became owner of a Trophy Truck Series
00:56:55 The day Mitch was offered a job at Monster Energy
01:03:24 Monster not giving up on Tiger Woods in times of adversity
01:08:45 How Mitch signed Tiger Woods
01:16:29 The partnership between the UFC and Monster Energy
01:23:38 Why Monster Energy chose to Sponsor SLAP
01:27:35 Why Monster Energy invested in the UFC
01:34:46 Signing Conor McGregor
01:41:40 What if Dana White bought Supercross
01:53:28 Monster Energy's unique way of doing business
02:01:15 Monster Energy's biggest competitor
02:04:33 European Motorsports fans
02:09:00 Why Monster Energy sent Ryan Villopoto to MXGP
02:19:31 Why is Motocross and Supercross the face of Monster Energy
02:26:43 Coca-Cola buying into Monster
02:30:54 How does Monster Energy keep their Culture
02:40:21 Monster Energy goes horse racing
03:09:49 Monster Energy's Open Door Policy
03:14:06 Mitch Covington's Life Advice
03:18:01 Closing
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