The 2017 Summer Banana Open, a Chinese snowboarding competition, announced its partnership with Monster Energy on Thursday.
As a competition recognized by the World Snowboard Tour, and the largest indoor snowboard competition, the 2017 Summer Banana Open will be held in Harbin, Heilongjiang Province from July 22 to 23. It also marks the first international snowboard competition held in China during the Summer.
Monster Beverage Corporation, a U.S. company, makes energy drinks which occupied 39 percent of the energy drink market in 2015, only after Red Bull (43 percent).
Monster is famous for sponsoring Extreme Sports, such as snowboarding, motocross, BMX and car racing. Monster became the title sponsor of the National Association for Stock Car Auto Racing's top series starting in the 2017 season.
Despite being the second largest energy drink maker, Monster Energy just entered the Chinese market in September 2016. To promote its brand awareness in China, Monster signed the partnership with Banana sports, which owns the Summer Banana Open.
Banana Sports is founded by Wang Sicong, whose father is Wang Jianlin, the CEO and founder of Chinese conglomerate Dalian Wanda Group and also the richest man in China. On June 28, Banana Sports just announced its first round of financing, US $4.4 million.
Proofread by William Logsdon