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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