Monster Energy Signs Maxx Crosby to Show Power of Athlete-Brand Partnerships

Quick listen: Monster Energy bets on athlete-led content with Maxx Crosby — in under 2 minutes.

Maxx Crosby’s relentless drive is now fueling more than football.

Monster Energy announced a new partnership with the Las Vegas Raiders defensive end, making the All-Pro pass rusher its latest brand ambassador.

Known for his intensity and consistency, Crosby will represent Monster both on and off the field.

“I’ve been a Monster fan for years — it helps keep me energized daily and love the legendary Claw,” Crosby said.

“Can’t wait to get to work with them.”

As part of the deal, Monster Energy becomes the official sponsor of "The Rush," Crosby’s very own podcast.

The agreement covers 40 episodes and includes three custom-branded segments.

Beyond podcast integration, the partnership expands into social media activations, content creation, and live fan-facing appearances.

Dan McHugh, CMO of Monster Energy, said Crosby reflects the brand’s DNA.

“Maxx Crosby embodies everything Monster stands for — power, passion, and pushing limits," he explained. 

"His energy on the field is unmatched, and his presence off the field is just as inspiring.”

Expanding Into Culture and Community

In line with the announcement, Monster launched a spot posted on social media of the NFL superstar. 

"Intensity doesn't ask for permission," Crosby says in the commercial, as he smokes a cigar.

We then see the football star in the field, in the studio, and in the gym — all as he puts himself in high-energy scenarios. 

"There's no on or off, there's just who I am," he says, closing the spot. 

Overall, Crosby’s wide appeal as both a player and cultural figure gives Monster multiple channels for fan engagement.

His annual Sack Summit, which brings together elite pass rushers and NFL fans, will now feature Monster branding and activations, aligning the company with a gritty football tradition.

Crosby’s reach extends into grassroots football, youth camps, and philanthropic projects, making the partnership more holistic than a simple endorsement deal. 

With four Pro Bowl nods and 59.5 career sacks, he ranks among the NFL’s top defenders since his 2019 debut.

But just as important for Monster, he is becoming a media presence in his own right.

Our Take: Is This More Than Sponsorship?

This deal works because Monster is tying itself directly to Crosby’s existing platforms, not just his image.

Sponsoring his podcast and appearing at his Sack Summit allows the brand to integrate itself into the content and events Crosby already controls.

That’s more effective than a logo on a jersey because it connects Monster to how fans actually engage with him.

Ultimately, I believe this new partnership demonstrates to brands how they can establish credibility by supporting what athletes are already creating, rather than forcing a new campaign from scratch.

In other news, McDonald's recently tapped singer Shania Twain to be its latest brand partner.