Eric De Doncker doing a test run with his car at Valencia, showing the Monroe sponsor on the rear of his Mustang

Yesterday, the NASCAR Whelen Euro Series and Monroe Shock and Struts announced a new sponsorship agreement that will saw the American shock absorber brand to become an official partner for the series in the 2019 season. The Monroe sponsorship will be featured on all Euro Series cars as a contingency sponsorship for all races in the 2019 season.

Monroe has been involved with NASCAR in the past, most notably when the brand appeared as one of the contingency sponsors in the then-Winston Cup cars for the 1981 and 1983 season.

“We are very happy to welcome Monroe to Euro NASCAR,” said NWES President, CEO, and founder Jerome Galpin. “Monroe has great products and has been involved in motorsports for a long time. We are proud that the brand has chosen our series as part of its promotion across Europe and beyond.”

“Participation in the NWES reinforces the Monroe brand’s position as a dynamic, performance-oriented and technology-driven brand,” said Massi Milani, the Executive Director Marketing of Tenneco/Federal-Mogul Motorparts. “The association with racing is a key component in strengthening its reputation as one of the most trusted brands in Europe,” further adds Milani.

DW's #11 Mountain Dew car in 1981
Monroe appearing as a contingency sponsor for the Cup cars in the 1981 season

Monroe Shock and Struts, one of the most respected brands in the automotive and commercial vehicle industries, was founded in 1916 by mechanic and entrepreneur August F. Meyer in Monroe, Michigan. Initially manufacturing tire pumps, the company first produced their famed shock absorbers when they introduced the first Monroe “Shock Eliminator” in 1926 after Meyer and business partner Charles S. McIntyre recognized the increased demand for riding comfort in the automotive industry.

Monroe began their expansion in 1964 when they started to expand their market to Europe. They would then expand to the Japan, Australia, and Mexico market in 1972, the South American market in 1974, and finally the Canadian market in 1975. The company was purchased by Tenneco in 1977, and the Lake Forest-based company has remained as the owner of the Monroe brand since.

Photo courtesy of NASCAR Whelen Euro Series / Stephane Azemard and FOX Sports.

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