There are always thoughts in this sport about how dirt bike racing can hit the mainstream, that is, break into the conscience of all of American sports fans. With a high profile would come bigger, outside-the-industry sponsorships, which will help the riders make more money and help the teams supplement their budgets without having to keep feeding at the same industry trough.

If any series can find a channel into the mainstream, it’s supercross, and the proof is the history of outside sponsors in the supercross title-sponsor position. From colas to jeans, to cigarettes and beer, to video games, cell phone plans, and now an energy drink, the big bucks at the top of the SX chain have usually come from companies that aren’t only in the motorcycle business.

Eric Johnson compiled a list of every title sponsor in supercross history, and we’ve found some photos to match up. Not every sponsor seemed like the perfect fit, but some absolutely were. Plus, the riders knew how to pump it, such as when two-time AMA Supercross Champion Rick Johnson said on the podium, “We’re not encouraging you to drink beer, but if you are 21 and you would like to have one, we recommend you have a Coors Light.”

Atta boy, RJ!

Here’s The List.

1970s

1974: Yamaha “Super Series” ($24,000 in posted awards!)

1975: Oly Superbowl of Motocross (No series sponsor, yet Olympia beer sponsored races)

1976: AMA Supercross Series (No series sponsor)

1977: Popeye’s Superdome Supercross. Coca-Cola Superbowl of Motocross. Coca-Cola Motocross Finals. (No series sponsor, but a handful of big event sponsors)

1978: Toyota Supercross Series (Mr. Pibb was an associate sponsor for most races)

1979: Toyota Supercross Series

1980s

1980: AMA Supercross Series (No series sponsor)

1981: AMA Supercross Series (No series sponsor)

1982: AMA Supercross Series (No series sponsor)

1983: AMA/Wrangler Super Series (Combined with the MX National Championship)

1984: AMA/Wrangler Supercross Series

1985: Miller High Life Supercross Series

1986: AMA/Nippondenso Supercross Series

1987: AMA/Coors Light Supercross Series

1988: AMA/Coors Supercross Series

1989: Camel Supercross Series (Supported heavily by the Coors Extra Gold Challenge)

1990s

1990: AMA/Camel Supercross Series

1991: AMA/Camel Supercross Series

1992: AMA/Camel Supercross Series

1993: AMA/Camel Supercross Series

1994: AMA/Camel Supercross Series

1995: AMA/U.S. Supercross Series (No series sponsor)

1996: AMA/U.S. Supercross Series (No series sponsor)

1997: AMA/Thor/Parts Unlimited Supercross Series

1998: AMA Supercross Series (No series sponsor)

1999: Toyota Trucks/Thor/Parts Unlimited Supercross Series

2000s

2000: AMA/EA Sports Supercross Series

2001: AMA/EA Sports Supercross Series

2002: AMA/EA Sports Supercross Series

2003: THQ World Supercross GP Series

2004: THQ World Supercross GP Series

2005: THQ AMA Supercross Series

2006: Amp’d Mobile AMA Supercross Series

2007: Amp’d Mobile AMA Supercross Series

Current

2008 through 2017: Monster Energy AMA Supercross and FIM World Championship