Monster Energy Cares Emea
Charity Number: 1194168
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Quick Stats
- Annual Giving: £16,469 (2024 expenditure)
- Success Rate: Not publicly available
- Decision Time: Not publicly available
- Grant Range: Not publicly disclosed
- Geographic Focus: Europe, Middle East, and Africa (EMEA)
- Registered: 2021
Contact Details
Email: Kay.Collins@monsterenergy.com
Phone: 07730529244
Address: Monster House, 7 High Street, Cowley Business Park, Uxbridge, Middlesex
Key Contact: Kay Louise Collins, Trustee (Senior Vice President Human Resources EMEA at Monster Energy Europe Limited)
Overview
MONSTER ENERGY CARES EMEA is a Charitable Incorporated Organisation (CIO) registered in 2021 (charity number 1194168) as the philanthropic arm of Monster Energy's operations across Europe, the Middle East, and Africa. The foundation operates with two primary functions: making grants to charitable organizations and matching employee donations to charities that align with Monster Energy Cares' charitable objectives. According to the Charity Commission, the foundation reported £16,469 in expenditure for the year ending December 31, 2024, with £0 in income for that period. The charity is governed by five trustees, all appointed in April 2021, and operates throughout England, Wales, and numerous countries across the EMEA region.
Funding Priorities
Grant Programs
The foundation operates a dual-track approach to charitable giving:
Direct Grant-Making: Awards grants to charitable organizations working in areas aligned with the foundation's charitable objects.
Employee Donation Matching: Matches Monster Energy employee donations to charities deemed by trustees to be in accordance with Monster Energy Cares' charitable objectives.
Priority Areas
The foundation's charitable objects encompass three primary areas:
Relief of Financial Hardship: Supporting athletes, armed forces, police, fire and rescue services, ambulance services, and their families following death or injury through grants for items, services, or facilities.
Advancement of Education: Promoting learning and literacy for public benefit.
Advancement of Health and Saving Lives: Supporting health-related initiatives for public benefit.
Grant topics include family support, healthcare, educational courses, humanitarian and disaster relief, and animal welfare.
Past Grant Recipients
The foundation has previously supported organizations including:
- The Chris Shoesmith Global Foundation (supporting families of backpackers who die, are injured, become sick, or go missing abroad)
- The David Nott Foundation (training surgeons for work in war zones and disaster areas)
- Killing Cancer Kindly (cancer prevention, treatment, and awareness)
- The Chalcot Foundation (general grant-making to individuals and organizations)
- The Blenheim 2001 Foundation (general grant-making supporting courses, humanitarian relief, and animal welfare)
What They Don't Fund
Specific exclusions are not publicly documented, though all grants must align with the foundation's three charitable objects outlined above.
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Governance and Leadership
The foundation is governed by five trustees, all appointed on April 21, 2021:
Hilton Hiller Schlosberg: CEO of Monster Beverage Corporation (since June 2025), previously Co-CEO and long-serving President and COO. South African-born British billionaire businessman who co-founded Monster Beverage with Rodney Sacks in 1990.
Guy Philip Carling: President of EMEA Region at Monster Beverage Corp. Joined the company in 2007 and has overseen the development and expansion of over 80 markets in Africa and Central Asia.
Kay Louise Collins: Senior Vice President Human Resources EMEA at Monster Energy Europe Limited. Primary contact for the foundation.
Jamal Benmiloud: Trustee
Neil Shirley: Trustee
No trustees receive remuneration, payments, or benefits from the charity.
Application Process and Timeline
How to Apply
This funder does not have a public application process. The foundation operates through trustee discretion, with grants awarded to organizations that the trustees deem to be in accordance with Monster Energy Cares' charitable objectives. Trustees determine which organizations to support based on alignment with the foundation's three core charitable objects.
Given the absence of a formal application portal or published guidelines, organizations seeking support should contact the foundation directly using the contact details provided above to inquire about potential partnership opportunities.
Getting on Their Radar
Direct Outreach: Contact Kay Collins directly at Kay.Collins@monsterenergy.com to introduce your organization and explain how your work aligns with the foundation's charitable objects. Given her role as Senior VP of HR for EMEA, she serves as the primary point of contact for charitable inquiries.
Monster Energy Employee Connection: The foundation has a particular interest in matching employee donations. Organizations that have relationships with Monster Energy employees may find an entry point through the employee matching program.
EMEA Regional Focus: Given the foundation's EMEA mandate and the trustees' roles overseeing Monster Energy's EMEA operations, organizations operating in Europe, Middle East, and Africa regions may have stronger alignment.
Board Connections: The trustees include senior executives with extensive networks across EMEA markets. Organizations with connections to the beverage industry, extreme sports, or markets where Monster Energy has significant presence may find opportunities for introduction.
Decision Timeline
Decision timelines are not publicly available and likely vary based on the nature of the grant and trustee meeting schedules.
Success Rates
Application numbers and success rates are not publicly available due to the invitation-only nature of the grant-making process.
Reapplication Policy
No public information is available regarding reapplication policies.
Application Success Factors
Given the limited public information about the foundation's grant-making criteria and processes, the following factors appear important based on available evidence:
Alignment with Charitable Objects: Successful applicants must clearly demonstrate how their work advances one or more of the foundation's three charitable objects: relief of financial hardship for specific groups, advancement of education, or advancement of health and saving lives.
Connection to Stakeholder Interests: The foundation's past grant recipients suggest an interest in organizations supporting first responders and their families, global humanitarian work in challenging environments, health and medical causes, and support for individuals facing crisis situations.
EMEA Geographic Focus: Organizations operating within the Europe, Middle East, and Africa regions align with the foundation's geographic mandate.
Clear Use of Funds: Organizations should be prepared to articulate specific uses for grant funds, as the foundation's objects reference “providing or paying for items, services or facilities.”
Charitable Registration: All past recipients appear to be registered UK charities, suggesting a preference for supporting established charitable organizations.
Key Takeaways for Grant Writers
- This is a trustee-discretion funder without a public application process; direct contact with Kay Collins is the recommended approach
- The foundation serves dual purposes: direct grant-making and matching Monster Energy employee donations
- Priority areas encompass relief for emergency services personnel and their families, education, and health advancement
- Past recipients show interest in supporting humanitarian work in challenging environments, medical training, and crisis support
- Geographic focus is EMEA region, reflecting Monster Energy's operational footprint
- With £16,469 in annual expenditure (2024), this is a relatively modest grant-maker
- All five trustees are Monster Energy executives, suggesting grants may align with corporate social responsibility priorities
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References
- Charity Commission - MONSTER ENERGY CARES EMEA Overview -
- Charity Commission - MONSTER ENERGY CARES EMEA Trustees -
- Fundraiso - MONSTER ENERGY CARES EMEA -
- Companies House - MONSTER ENERGY CARES EMEA -
- Wikipedia - Hilton Schlosberg -
- MarketScreener - Guy Carling Biography -
- David Nott Foundation -
- Charity Commission - The Chris Shoesmith Global Foundation -
- Charity Commission - Killing Cancer Kindly -
- Charity Commission - The Chalcot Foundation -
- Charity Commission - The Blenheim 2001 Foundation -
- Double the Donation - Monster Energy Matching Gifts -