Hollywood Sepkovic’s Monster Lawsuit

by The Editors on November 6, 2009

Monster LogoScott “Hollywood” Sepkovic, the man many credit with transforming Hansen’s Monster from an energy drink into and international brand, has filed a “multi-million dollar lawsuit against the company” according to press release sent out today.

In the lawsuit, Crown AMG alleges that Monster unlawfully interfered with Crown AMG’s business by, among other things, filing lawsuits against Crown AMG clients, instructing Crown AMG’s clients not to pay Crown AMG, and making false representations to Crown AMG and its clients. . . “We are seeking appropriate relief from the court and will continue conducting business in the meantime,” said Scott Sepkovic, President of Crown AMG. “I can only say that Crown AMG suffered and continues to suffer actual monetary loss as a result of Monster’s interference with Crown AMG’s relationships with many companies and individuals.”

The lawsuit was filed on November 3, 2009. Sounds like this could get pleasantly messy in the short term. Follow the jump for the rest of Hollywood’s side of the story.
CARLSBAD, Calif., Nov. 6 — Crown Athlete Management Company, Inc. (“Crown AMG”), an athlete management, marketing, and sponsorship procurement company, has filed a multi-million dollar lawsuit against Hansen Beverage Company (“HBC”), doing business as Monster Beverage Company (“Monster”) for fraud, intentional interference with contractual relations, and related claims. The lawsuit, filed in San Diego County, alleges that Monster fraudulently induced Crown AMG to enter into agreements, fraudulently concealed its true intentions to exclude Crown AMG from earning fees and commissions, and made numerous false promises to Crown AMG about potential future business opportunities.

In 2003, Scott “Hollywood” Sepkovic founded Crown AMG as a comprehensive marketing, branding, and athlete management firm. According to the lawsuit, that same year, Crown AMG was recruited by Mark Hall, President of Monster, to help market and build brand recognition for the “new” Monster Energy Drink. The Monster Energy Drink had only been launched the prior year, and had yet to establish significant brand recognition.

Over the next 6 years, Crown AMG was instrumental in building brand recognition for Monster worldwide. HBC’s sales skyrocketed from $115 million in 2002 to $1.18 billion in 2008. Crown AMG believes that its efforts helped HBC land the #1( )position on the “Forbes 200 Best Small Companies” List in 2005 and 2007. Further, in July of 2006, Fortune Magazine stated that, “Since the beginning of 2004, Hansen Natural’s stock [had] risen a Google-stomping 3,900% to $170.”

In the lawsuit, Crown AMG alleges that Monster unlawfully interfered with Crown AMG’s business by, among other things, filing lawsuits against Crown AMG clients, instructing Crown AMG’s clients not to pay Crown AMG, and making false representations to Crown AMG and its clients.

“We are seeking appropriate relief from the court and will continue conducting business in the meantime,” said Scott Sepkovic, President of Crown AMG. “I can only say that Crown AMG suffered and continues to suffer actual monetary loss as a result of Monster’s interference with Crown AMG’s relationships with many companies and individuals.”

The lawsuit alleges that Monster adhered to its own motto – “Unleash the Beast” – and ignored the law by bullying its former allies into submission. The lawsuit appears intended to disabuse Monster of that belief, and seeks punitive damages to punish Monster for its alleged unlawful conduct. The lawsuit was filed on November 3, 2009, and no court determination has been reached on the merits.

About Crown Athlete Management Group

Crown Athlete Management Group is a comprehensive marketing, branding and athlete management firm. For sponsorship opportunities or media information please contact info@crownamg.com or visit

{ 11 comments… read them below or add one }

NigHeist November 6, 2009 at 3:20 pm

After hearing about Monster’s recent harassment of Vermont’s Rock Art Brewing Company, I’m not surprised to see them accused of strong-arm tactics against Crown AMG.

JAF November 6, 2009 at 3:37 pm

does this mean they will get their ass out of action sports? that would be nice.

JAMAR November 6, 2009 at 5:46 pm

Typical business dealings. Use the guy that can connect you to the insiders then pretend that he never existed. W/O Scott, Monster would’ve been another ME TOO drink. Hope Hansen’s has to pay out big for this David vs Goliath case.

BS November 7, 2009 at 11:51 am

The lawsuit is TOTAL BS, Hollywood and his crew allegedly stole and extorted millions from Monster, its athletes and vendors. The truth will come out and Hollywood could very well end up in jail. This move seems to be his last desperate attempt to get back in the game as no one will touch him now.

Good sources claim that Hollywood owes the IRS a substantial amount that he is unable to pay.

So before rushing to judgement and taking sides on this one, wait for some more facts to emerge.

I fear all Scott has done is to awaken a sleeping giant with a massive amount of evidence of his potentially criminal wrongdoing.

robert martin November 7, 2009 at 10:07 pm

BS — what kind of name is that? Regardless of Sepkovic’s faults, Monster has been careless in its pursuit of trademark infringement judgements that look extremely pushy to outside observers. And your post looks like the work of a company shill.

Are you sure that Hansen needs to assume that the public is stupid and uncaring?

Deep Throat November 8, 2009 at 10:50 am

All is not as it seems. Remember, it takes two to tango.

Snow Deep Throat November 8, 2009 at 9:19 pm

Hollywood and his cohorts actions will all come out in the end. He has unleashed the “monster” and it will be ugly.

tundrah November 9, 2009 at 9:11 pm

Karma’s a bitch Hollywood!!!

He has it coming to him and with this ridiculous “press release” he is only speeding up his own demise. I doubt Monster is purely innocent in this story, but Sepkovic has produced innumerable shady backdoor deals over the years and has burned many, many people in this industry. There will be quite the angry crowd gathering to pour gas on the inferno he just lit….

This is going to get good.

Interested Spectator November 10, 2009 at 10:31 am

The chickens have come home to roost.

Matt November 12, 2009 at 8:42 pm

corporations stomping the little guy

Hector Cadena February 28, 2011 at 1:25 pm

This is some really stupid BS Monster did not do anything wrong and Crown AMG is making this lasuit for no real reason

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