CHAPTER 364 Ft. Mitch Covington

Gypsy Tales

Jase Macalpine

Society & Culture

4.6 • 564 Ratings

🗓️ 2 June 2025

⏱️ 199 minutes

🔗️ Recording | iTunes | RSS

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Summary

Mitch Covington has been a driving force behind Monster Energy’s rise in action sports, motorsports, and beyond. As VP of Sports Marketing, Mitch has helped shape some of the biggest partnerships in the game. From signing athletes to negotiating major deals, he’s played a key role in building Monster’s presence across the sports world. In this episode, Mitch shares untold stories—working with Dana White and the UFC, signing Conor McGregor during his early rise, bringing Tiger Woods into the brand, and how Monster became the title sponsor of Supercross. It’s raw, real, and packed with sharp business insight and wild behind-the-scenes stories.

This is a look behind the curtain at Monster Energy.

Gypsy Gang—enjoy this chapter! Don’t forget to like, subscribe, and tap the notification bell so you never miss a drop!

PRESENTED BY: Monster Energy 🟢

https://www.monsterenergy.com/en-us/

00:00:00 Intro

00:01:44 How Mitch Covington got envolved in Motorsports

00:15:34 The life skills Motorsports can teach a child

00:23:03 The motivation to Win

00:35:41 Mitch Covington's key to making sales

00:42:02 How Mitch became owner of a Trophy Truck Series

00:56:55 The day Mitch was offered a job at Monster Energy

01:03:24 Monster not giving up on Tiger Woods in times of adversity

01:08:45 How Mitch signed Tiger Woods

01:16:29 The partnership between the UFC and Monster Energy

01:23:38 Why Monster Energy chose to Sponsor SLAP

01:27:35 Why Monster Energy invested in the UFC

01:34:46 Signing Conor McGregor

01:41:40 What if Dana White bought Supercross

01:53:28 Monster Energy's unique way of doing business

02:01:15 Monster Energy's biggest competitor

02:04:33 European Motorsports fans

02:09:00 Why Monster Energy sent Ryan Villopoto to MXGP

02:19:31 Why is Motocross and Supercross the face of Monster Energy

02:26:43 Coca-Cola buying into Monster

02:30:54 How does Monster Energy keep their Culture

02:40:21 Monster Energy goes horse racing

03:09:49 Monster Energy's Open Door Policy

03:14:06 Mitch Covington's Life Advice

03:18:01 Closing

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Transcript

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0:00.0	If you have a favourite Monster energy athlete, chances are Mitch Covington had something to do with it.
0:06.0	As VP of Sports Marketing at Monster, Mitch and his team have been the driving force behind some of the most iconic deals in action sports, motorsports and beyond.
0:16.0	From Cooper Webb to Tiger Woods, Monster backs the athletes and sports properties who tap into
0:22.4	their inner beast, the ones who rise when it matters most.
0:26.0	But none of this happens by chance.
0:28.2	Mitch's eye for authenticity and commitment to supporting athletes who bring intensity and
0:33.4	personality to everything they do has helped Monster grow into a global force in sports and culture.
0:40.0	Noticross Supercross was our DNA. It's who we are. It's a soul of our brands.
0:44.4	This is Mitch Covington's story and a look into a brand that shaped the industry we love.
0:50.3	Gypsy gang, welcome Mitch Cumberton to the podcast.
1:03.4	Well, let's get right into it.
1:07.0	Mitch Cumberton is joining us on the podcast and Stoke for this one.
1:12.2	We were just talking my first ever time that I guess the coming to name came across or was brought up to me was when Tom was doing a tryout for
1:18.6	JDR. And then he went on to go to Europe and do his thing. So you've had like multiple
1:25.5	different entry points into into the industry and then obviously
1:29.7	doing what you're doing with Monster.
1:31.0	But yeah, you've been around a long time.
1:33.3	Well, you know, it doesn't seem like it.
1:35.8	But you're right.
1:37.7	It is a long time now.
1:39.7	I think, you know, I started out being an agent for Johnny Greaves, off-road truck racer.
1:46.1	No way.
	...

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