CHICAGO, Feb. 17, 2016 /PRNewswire/ -- The World Armwrestling League, WAL, today announced a new partnership deal with energy drink giant Monster Energy Company.
The comprehensive alliance includes the title sponsorship for the complete WAL series, from local qualifying events throughout North America, seven countries across Europe and on to the championships aired in primetime on ESPN 2.
The multi-year deal will feature Muscle Monster Energy Shake as the lead brand, bolstering the expansion of WAL's presence and professional arm-wrestling's profile.
The deal will also bring the WAL's live fan engagement to a range of Monster events, placing pro arm-wrestling front and center for the masses, while providing content sharing on digital and social platforms.
The union between WAL and Monster Energy adds another groundbreaking sport into Monster Energy's formidable stable of athletic affiliations, one already bursting with the best in Supercross, mixed martial arts, NASCAR, BMX, and more.
"Monster is really excited to work with such a unique and fun property as the WAL," said Mitch Covington, Monster Energy Company's Vice President for Sports. "These guys are amazing to watch and a great way for us to interact with fans in a cool way."
"We are honored and thrilled to have Muscle Monster as our title sponsor," WAL president Steve Kaplan said. "Monster has shown time and again to be best in class at building sports properties."
The WAL blasted into America's consciousness last summer with its 2015 campaign on ESPN networks, awarding more than $500,000 in prize money to the world's best "pullers" in the land. In the process, it introduced more than 9 million viewers to just what makes pro arm-wrestling so compelling.
"With Monster and ESPN, WAL continues to put together top caliber partners as we expand our sport and league," Kaplan said.
Arm-wrestling is highly participatory with training regimens that fit perfectly within an overall fitness regimen and is growing at an exponential rate. This year promises to be even more inclusive for new fans and aspiring competitors in the fast-growing pro arm-wrestling scene.
More than 200 events nationwide will allow new athletes to enter the competitive ranks at an unprecedented level via amateur events taking place alongside the pro-level battles.
Few sports have ever opened the door so widely to any athlete with the grit and desire to become one of the world's best, and a star in the process.
WAL's partnership with Monster was spearheaded by the premier sports agency, New York City-based Equity Sports Partners, WAL's exclusive sponsorship sales agency.
The announcement comes as WAL launches its 2016 season, featuring months of action, high-stakes purses, worldwide qualifiers and a huge expansion of the women's division. To find an event near you visit www.walunderground.com
ABOUT WORLD ARMWRESTLING LEAGUE
Based in Chicago, WAL celebrates the best of today's arm-wrestling stars while opening the sport up to new competitors of all ranks, sizes and styles via hundreds of events nationwide. Pro arm-wrestling is a true test of mettle and merit that combines an intricate array of tactics and techniques with strength and stamina. It's a huge, participatory sport with a large and growing community. And now, the World Armwrestling League is taking this sport mainstream. Our ranks include engineers, businessmen, soldiers, teachers, truckers, and bankers. But when you chalk up your hands and step to the table, it's not about what you do or where you come from. It's about what you're made of, and whether you can get the pin.
SOURCE World Armwrestling League