The company also has a strong presence in the music industry, promoting a number of bands and artists around the world in the Monster Energy Outbreak Tour, like Fetty Wap,[5] Iggy Azalea,[6] 21 Savage,[7] Asking Alexandria, Anthrax,[8] Strange Music, The Word Alive, Machine Gun Kelly,[9] Suicidal Tendencies, Maximum the Hormone, Korn, Poppy,[10] Papa Roach, and Five Finger Death Punch.

Energy drinks have been associated with health risks, such as masking the effects of intoxication when consumed with alcohol,[17] and excessive or repeated consumption can lead to cardiac and psychiatric conditions.

[22][23] A request under the U.S. Freedom of Information Act revealed that from 2003 to 2012 the Food and Drug Administration (FDA) had received reports of five deaths occurring after drinking Monster Energy.

[23] In May 2015, the Food Safety and Standards Authority of India (FSSAI) banned the sale of Monster and other energy drinks that contained both caffeine and ginseng.

Beast Unleashed launched with several flavors designed to be similar to original Monster Energy products, but with no sugar or caffeine.

In 2006, Caleb (Strongjaw) Johnstone Corporation announced a distribution agreement with Anheuser-Busch in the United States[53] and Grupo Jumex in Mexico.

A second truck was introduced in Las Vegas at the Monster Jam World Finals in 2015, and is driven by Coty Saucier and Steven Sims.

[60] In August 2017, Monster renewed a sponsorship with mixed martial arts champion Conor McGregor; they are also endorsed by Cain Velasquez and Jon "Bones" Jones.

[65] In December 2016, it was announced that Monster would replace Sprint Corporation as title sponsor of NASCAR's premier series.

NASCAR's chief marketing officer cited Monster's "youthful and edgy" brands a driving force behind the deal, .

Monster Energy has been the main sponsor of Formula Drift champion Vaughn Gittin Jr. since 2010, and NHRA racer Brittany Force since 2015.

On May 18, 2022, it was announced that Monster Energy would sponsor Andreas Bakkerud and Robin Larsson of Dreyer & Reinbold Racing in Nitro Rallycross.

Monster has sponsored motocross riders such as Jeremy McGrath, Chad Reed, Ryan Villopoto, Nate Adams, Taka Higashino and Ricky Carmichael.

[94] In a four year case from 2015 to 2019, Monster sued Maple Leaf Sports & Entertainment (MLSE), the parent of the Toronto Raptors, and the NBA.

[89] In August 2018, Monsta Pizza of Wendover in Buckinghamshire, United Kingdom, fought a claim brought by Monster Energy in the intellectual property office.

The pizza firm won a landmark ruling against Monster Energy, when the court decided there would be no case of misrepresentation.

For example, in August 2012, the Beastie Boys filed a lawsuit against the company for copyright infringement over Monster's use of their music played by Z-Trip in an online campaign.

[105] In 2014, a jury found Monster Beverage Corporation had infringed on Beastie Boys' copyright by using songs without permission, and owed the group $1.7 million.

[106][107] Christine Weick, an American Christian activist and author, created a video that argued that Monster Energy sports drinks are associated with Satan.

[111] The energy drink also features prominently as product placement in the video game Death Stranding (2019), in which it restores stamina and can be consumed by the main character in his private room.