NASCAR History
Bringing NASCAR and Busch Together
Having previously worked in racing, Monty recognized something few marketers fully appreciated: race fans were exceptionally loyal. If they trusted a sponsor, they often trusted its products.
As Busch Beer brand manager, Monty conceived the idea that became the Busch Clash — an invitation-only exhibition race featuring the previous season's pole winners. The event rewarded qualifying excellence, generated excitement before the Daytona 500, and became a long-running NASCAR tradition.
Decades later, NASCAR historians still identify Monty Roberts as the originator of the Busch Clash.
NASCAR History · Daytona · 1979 onward
The Story of the Busch Clash
Perhaps Monty's most enduring public contribution came through NASCAR — an invitation-only exhibition race that became one of the sport's longest-running traditions.
Figures from the Racing World · Ontario & beyond · 1970s
Paul Newman
Monty's racing career unfolded in an era when Hollywood and motorsports were falling in love with each other — and no figure embodied that romance like Paul Newman.
Figures from the Racing World · NASCAR · 1970s–1980s
Cale Yarborough
When the Busch Clash debuted at Daytona in 1979, Cale Yarborough was the reigning face of NASCAR dominance — a three-time consecutive champion at the height of his powers.
Figures from the Racing World · Ontario Motor Speedway era · 1970s
Mario Andretti
No driver of the era crossed more of Monty's racing world than Mario Andretti — Indy cars, stock cars, Formula One, and the great California superspeedway where Monty learned event marketing.