What moved (Aug '25 – Jul '26)
| Metric | Aug 2025 → Jul 2026 | Change |
|---|---|---|
| Awareness | 68% → 72% | +4pp |
| Consideration | 38% → 45% | +7pp |
| Claimed usage | 33% → 41% | +8pp |
What's behind the growth
Monster Energy's brand-building in Australia is led by sponsorship, in motorsport and home-grown sport alike. In motorsport, Monster sponsors both McLaren's Oscar Piastri and Supercars driver Cam Waters. As Supercars.com reported, the two crossed over in March 2026 when Piastri drove Waters' Monster-liveried Tickford Mustang at Calder Park during Australian Grand Prix week.
That sponsorship runs deep: V8 Sleuth reported Tickford extending Waters' own deal through to 2027.
In home-grown sport, Monster expanded its AFL partnership to become the official energy drink of the AFLW in April 2026, Sportcal reported, and, as AUSX Supercross announced, became Presenting Partner of the Boost Mobile AUSX Supercross Championship for the first time in October 2025, a five-round series drawing more than 300,000 fans.
That sponsorship push sits alongside real supply-chain backing too: Coca-Cola Europacific Partners announced that its A\$75 million canning line at Richlands, Queensland, built to support the country's growing energy drinks category, can produce up to 450 million cans a year, with CCEP's Managing Director for Australia, Orlando Rodriguez, calling it "the next huge milestone in our commitment to Australia."
