JCB Signs Long-Term Licensing Partnership With Monster Jam Sports Brand

By Allison Watkinson
TLL Reporter
JCB has secured a multi-year licensing partnership with Monster Jam as the motorsports brands’ official heavy equipment partner.
Monster Jam is a live sports brand that is operated by Feld Entertainment’s arena and stadium event division Feld Motor Sports.
Monster Jam events typically include racing, two-wheel trick, and freestyle monster truck competitions.
The brand also features a variety of licensed products and merchandise.
JCB’s partnership with Monster Jam will include a new licensed truck design called the JCB DIGatron, integration into the brand’s global merchandise program and representation at select motorsport events.
“The Monster Jam and JCB partnership brings together two long-standing, family businesses that are both committed to providing the highest value to our customers, including performance and innovation,” said Feld Entertainment COO, Juliette Feld Grossman. “We are excited to welcome JCB into the Monster Jam family.”
JCB is a privately-owned international manufacturing company that specializes in construction and agricultural equipment.
The company manufactures an extensive range of heavy-duty equipment such as excavators, tractors, forklifts, loaders and more.
Designed in conjunction with JCB’s engineering team, the licensed DIGatron truck is scheduled to debut in January at a Monster Jam racing event in San Antonio.
“Quite uniquely, JCB is still today a family business, as are many of our dealer partners and the customers that we serve,” said JCB North America CEO, Richard Fox-Marrs. “In this industry of hard-working people, we all spend significant time away from our families. Therefore, this exciting new partnership is particularly special as it will provide an all-inclusive family friendly experience that can be enjoyed by all. JCB prides itself in doing different, and having a little fun at the same time, so we believe the partnership with Monster Jam and creation of the JCB DIGatron is a perfect fit.”
The DIGatron truck will be driven by Tristan England, the current Monster Jam World Finals Racing champion.
“Our family is delighted by the partnership between Monster Jam and JCB,” said JCB’s Alice Bamford. “Our son, Otis, is the original Monster Jam fan in our family, and it is through his eyes that we realized how incredible it could be to join forces with another family business like Feld Entertainment as both companies share the same values of innovation, dedication, passion, and attention to detail,” added Bamford. “We are thrilled about the hours of entertainment that JCB DIGatron, with Tristan at the wheel, will bring to children, families, and our customers across North America!”
JCB will also provide heavy-duty equipment for racing track construction and a JCB 457 wheel loader vehicle at select Monster Jam events where the DIGatron is participating.