In February, Monster Energy and Street League Skateboarding (SLS) entered into a multi-year partnership that has seen prominent brand integration at live events, including the prestigious SLS Super Crown, as well as original content.

Now, Monster Energy has broadened that partnership to all properties owned by SLS parent company Thrill One Sports & Entertainment, including Nitro Circus and Nitrocross.

The expanded partnership features exclusive energy drink sponsorship, event experiences and community engagement initiatives. Monster Energy will have a large presence at Thrill One events, with prize giveaways, sweepstakes and other fan activations.

The collaboration begins with Nitro Circus’ Harley Davidson Homecoming Festival on July 26 in Milwaukee, Wisconsin.

A partnership agreement with Monster Energy was a natural fit for SLS, which debuted an expanded eight-stop Championship Tour schedule in 2024 and the largest total prize purse in SLS history, totaling $1.8 million.

Many prominent Street League skateboarders, such as Nyjah Huston, Kelvin Hoefler, Rayssa Leal, Ishod Wair, Daiki Ikeda, Filipe Mota, Giovanni Vianna and Liz Akama are already Monster Energy–sponsored athletes.

But Monster has a large footprint in action sports more broadly, including in Thrill One properties Nitro Circus and Nitrocross.

Monster athletes in those spaces include Axell Hodges, Jackson Strong, Josh Sheehan, Jarryd McNeil, Ben Richards and Jeremy Stenberg in FMX and Ryan Williams, Andy Buckworth and Jaie Toohey in BMX. So the synergy was in place for a more expansive partnership.

Indeed, at the upcoming Nitro Circus Harley Davidson Homecoming Festival, the entire rider list is composed of Monster Energy athletes.

Monster Energy “has been a cornerstone of the global action sports community,” Matt Cohn, Thrill One Sports & Entertainment CEO, said about the fit between the two entities.

In turn, Monster benefits from Thrill One’s substantial social media presence, including 40 million followers across brand pages and channels.

“Monster Energy’s deep-rooted commitment to action sports on a global scale aligns perfectly with Thrill One’s vision and international presence,” said Mitch Covington, Monster Energy SVP of sports marketing. “Our renewed and expanded partnership reflects our dedication to supporting athletes and engaging fans at every level, from local communities to the world stage.”

Other key upcoming events on the calendar for Thrill One properties include SLS Championship Tour events in Sydney, Australia (October 12–13), and Tokyo, Japan (November 23), and a Nitro Circus event in Medellín, Colombia, on October 19.