GYPSY TALES

Chapter 364

Mitch Covington

2 June 2025 · 3h 19m

With Mitch Covington

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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!

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Mitch Covington — Gypsy Tales episode photo Mitch Covington — Gypsy Tales episode photo

Chapters 25

  1. 0:00Intro
  2. 1:44How Mitch Covington got envolved in Motorsports
  3. 15:34The life skills Motorsports can teach a child
  4. 23:03The motivation to Win
  5. 35:41Mitch Covington's key to making sales
  6. 42:02How Mitch became owner of a Trophy Truck Series
  7. 56:55The day Mitch was offered a job at Monster Energy
  8. 1:03:24Monster not giving up on Tiger Woods in times of adversity
  9. 1:08:45How Mitch signed Tiger Woods
  10. 1:16:29The partnership between the UFC and Monster Energy
  11. 1:23:38Why Monster Energy chose to Sponsor SLAP
  12. 1:27:35Why Monster Energy invested in the UFC
  13. 1:34:46Signing Conor McGregor
  14. 1:41:40What if Dana White bought Supercross
  15. 1:53:28Monster Energy's unique way of doing business
  16. 2:01:15Monster Energy's biggest competitor
  17. 2:04:33European Motorsports fans
  18. 2:09:00Why Monster Energy sent Ryan Villopoto to MXGP
  19. 2:19:31Why is Motocross and Supercross the face of Monster Energy
  20. 2:26:43Coca-Cola buying into Monster
  21. 2:30:54How does Monster Energy keep their Culture
  22. 2:40:21Monster Energy goes horse racing
  23. 3:09:49Monster Energy's Open Door Policy
  24. 3:14:06Mitch Covington's Life Advice
  25. 3:18:01Closing

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