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Coca-Cola Europacific Partners (CCEP) has launched a brand-new X Games experience promotion for its Monster Energy brand, to help retailers tap into Monster fans’ love of extreme sports.

The X Games has grown to be one of the world’s biggest extreme sports competitions, with both winter and summer events followed by millions of fans worldwide. It includes skateboarding, BMX, snowboarding, skiing, motorcross and much more.

Extreme X Games experience to be won

Live now until the end of April, the new X Games promotion features the iconic Monster Original variant, worth £133.6m[1] in retail, and Monster’s biggest innovation in 20 years, Monster Zero Sugar, to drive maximum engagement with shoppers.

Extreme sport fans can scan QR codes on in-store promotional materials or enter online at for a chance to win a VIP trip to the Summer X Games in the USA.

The lucky winner will get a pair of exclusive VIP tickets to the action-packed Summer X Games in the USA, with access to Monster’s VIP fan site and some of the Monster athletes, the annual X-Fest music festival, and the X Games after party, as well as three nights’ free accommodation and return long-haul travel.

Promotional POS kits feature the striking Monster cans alongside some of Monster’s own X Games athletes, guaranteed to stand out, excite fans and drive sales in-store. Convenience retailers can request POS materials and digital assets from and also enter a Monster merchandise competition on the website until the end of March.

Non-stop action from Monster

Monster Energy has been the energy drinks partner of the X Games since 2014. The latest promotion will support it’s position in the market as the fastest growing major energy brand and leader in zero sugar energy in GB[2], helping to fuel further growth in the energy drinks category, which is now worth £1.84bn in GB[3].

New product development and high-profile brand partnerships have helped Monster add an extra £98.3m[4] worth of sales in the past year, taking the value of the brand to more than £574m[5].


Helen Kerr, Associate Director of Portfolio Development at Coca-Cola Europacific Partners GB, said: “Monster has been partnering with the X Games for almost ten years now. And just like the games itself, Monster has amassed a huge following, going from challenger brand status in GB to become a major driving force of growth within energy.

“Our Monster fans expect exciting, high impact, and unforgettable experiences, and that’s exactly what this new X Games promotion delivers as we kick off the new year. We’re encouraging retailers to get in on the action and take full advantage of this promotion by requesting POS materials to build excitement in-store and drive sales.”


[1] Nielsen Total GB excl discounters, val MAT w/e 09.09.23

[2] Nielsen Total GB excl discounters, val MAT w/e 09.09.23

[3] Nielsen Total GB, val MAT w/e 09.09.23

[4] Nielsen Total GB excl discounters, val MAT w/e 09.09.23

[5] Nielsen Total GB ecx discounters, val MAT w/e 09.09.23