You would think that athletes being sponsored by drink companies should be limited to those drive in nascar and other vehicular based sports. But the fact of the matter is that more and more athletes, whether involved in action sports or more traditional sports, are being sponsored by big energy drink companies such as Monster. Like other companies, whose products are all based on the feeling of pure adrenaline and unleashing the beast so to speak.
Monster energy drinks simply followed the same business model that made its competitor, Red Bull, so profitable and that is sponsor many athletes from extreme sports and prey on their targeted audiences need to be cool and do extreme things. It is this simple formula that allowed Monster to become successful within their market.