Why Monster Energy Pays Their Athletes To Drink Water

Let’s back it up.

In the 2000s, Monster Energy stormed into the action sports scene with all the subtlety of a downhill racer with no brakes.

The brand wasn’t just slapping logos on jerseys—it was changing the game. Monster threw cash at event sponsorships, locked down athlete endorsements, and became synonymous with high-octane chaos.

And let’s be honest—there was no better fit for the grungy, death-defying MTB scene than an energy drink that looked like it might kill you.

Fans loved it.

The events got crazier.
The stunts got riskier.

Monster quickly became one of the most prestigious sponsors in action sports, giving Red Bull a run for its wings.

But there was just one small issue…

The athletes needed to stay alive.

Monster riders weren’t just sending it off cliffs for fun (okay, they were, but still). They needed to stay in peak physical condition—and guzzling energy drinks all day wasn’t exactly helping.

At the same time, Monster still needed its iconic cans front and center.

The solution? Tour Water.

It’s exactly what it sounds like: water… in a Monster can.

Anytime you see an athlete casually sipping a Monster mid-run?
It’s probably just water.

This isn’t about tricking fans—it’s about strategic branding.

And guess what? It works.