Feld Entertainment® has announced that Toyota will return as the official Holeshot sponsor of the 2017 Monster Energy Cup, the sport’s largest all-star Supercross race, being held on October 14 at Sam Boyd Stadium in Las Vegas.

The Holeshot refers to the first turn of a Supercross race and has become synonymous with the Toyota brand, which will award a $10,000 bonus to any Cup Class professional racer who wins the Holeshot in all three 10-Lap Main Events. 

This year’s Monster Energy Cup marks Toyota’s seventh straight year of sponsoring the prestigious event that is expected to attract more than 40,000 fans. Unique to this year’s custom designed track will be a split starting gate with 44 feet of separation between the two ends, which will leave 11 racers on each side. Additionally, the starting gate will be elevated 12 feet in the air, allowing for maximum speed heading into the first turn, the now aptly named “Toyota Holeshot.”  

>”Toyota is proud of the long-standing partnership with Monster Energy Cup and its riders, fans and the racing community,” says Steve Appelbaum, National Engagement Marketing Manager, Toyota Motor North America. “Toyota is excited to continue as the official Holeshot sponsor by creating a different yet thrilling opportunity for riders and fans.”


Over the years, Toyota has awarded both new trucks and cash prizes to the Holeshot winner. Supporting both professional and amateur racing, Toyota awarded Cameron McAdoo with the keys to a brand-new Toyota Tundra at last year’s event by winning both Amateur All-Star Class Holeshots.  In the Cup Class, it was Rockstar Energy Husqvarna Factory Racing’s Jason Anderson that took home a brand-new Tundra by winning the Holeshot in all three Main Events of the 2015 event.    

Toyota has supported the sport of Monster Energy AMA Supercross, an FIM World Championship, for more than 35 years and has been a current sponsor of the series since 2006.