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JCB partners with Monster Jam motorsports experience

By Brock Huffstutler

November 19, 2023

JCB, headquartered in North America in Savannah, Ga., has entered into a multi-year partnership with motorsports experience Monster Jam®. The collaboration establishes JCB as the Official Heavy Equipment Partner of Monster Jam.

The Monster Jam organization said it features athletes competing for championships on engineered dirt tracks that push ever-evolving, state-of-the-art trucks to the limit through 350 global live events each year.

The partnership features the addition of a new truck design to the fleet — JCB DIGatron™. Designed in conjunction with JCB’s engineering team and inspired by JCB’s construction equipment, the new Monster Jam truck will be driven by reigning Monster Jam World Finals® Racing champion Tristan England. DIGatron will make its debut at Monster Jam in January at the Alamodome in San Antonio, which will also be the city for a new JCB factory announced in October.

“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. We are excited to welcome JCB into the Monster Jam family,” said Juliette Feld Grossman, chief operating officer of Feld Entertainment, a producer of specialized arena and stadium-based motorsports entertainment including Monster Jam.

The JCB DIGatron

The JCB DIGatron

The organizations also said the partnership provides opportunities for JCB to connect with its dealerships and customers in more than 100 markets globally each year. Additionally, at selected events where DIGatron is participating, JCB will provide equipment to support track construction as well as a JCB 457 wheel loader vehicle for recovery purposes. JCB also will be integrated into the global Monster Jam merchandise program.

“Quite uniquely JCB is still today a family business, as are many of our dealer partners and the customers that we serve,” said Richard Fox-Marrs, president and CEO, JCB North America. “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.”

Alice Bamford, daughter of JCB Chairman Anthony Bamford, said, “Our family is delighted by the partnership between Monster Jam and JCB. 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. 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.”