The Man That Led Monster Energy To Tiger Woods, NASCAR & The Big 12
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The Man That Led Monster Energy To Tiger Woods, NASCAR & The Big 12
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Mitch Covington’s path to Monster Energy was anything but traditional.
Before becoming the Chief Partnership Officer behind deals with athletes like Tiger Woods, Lewis Hamilton, Rob Gronkowski, Ronda Rousey, and Kurt Busch, Mitch was chasing a dream of becoming an Air Force fighter pilot, rebuilding after failure, and eventually finding his way into the world of motorsports.
On this episode of Sons and Daughters, Mitch shares the unbelievable stories behind his journey: the mistake that ended his pilot career, becoming an accidental motocross dad, helping build Monster Energy’s racing empire, jumping into the ocean to save a phone with Michael Jordan’s number, and how Monster made history with its groundbreaking Big 12 naming rights deal.
It’s a story about taking unexpected turns, turning setbacks into opportunities, and how a kid from Vernon, Alabama became one of the most influential people in sports marketing.
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