Sarah Burke: Monster Energy Makes Right Move with Fallen Skier's Medical Bills

Michael DixonAnalyst IIIJanuary 21, 2012

ASPEN, CO - JANUARY 21:  Skier Sarah Burke of Canada talks to the media on the eve of Winter X Games 13 on Buttermilk Mountain on January 21, 2008 in Aspen, Colorado.  (Photo by Doug Pensinger/Getty Images)
Doug Pensinger/Getty Images

While it will never help eliminate the grief caused by the sudden loss of a loved on, Monster Energy is doing the right thing to be sure that Sarah Burke's family has nothing else to deal with. 

Monster Energy announced on their website that they are committed to helping Burke's family with the costs. 

As soon as we learned about the accident, we offered uninterrupted support to Sarah and her family. Without hesitation, we will continue to support Sarah’s family, are working directly with them to assess their needs and are committed to helping them financially.

This action had previously been lobbied for on Twitter by former Canadian Olympian Marnie McBean.

Melissa Rohlin of the Los Angeles Times reported that a website had been set up for the public to make donations.  

While paying for the costs is the only right thing to do (Burke was training for a Monster-sponsored event when her fatal accident occurred), it does take time to get people together to make it official, so the misunderstandings are understandable.

Monster is doing the right thing here. The public does need to be commended, as Rohlin reported that they had raised nearly $109,000 of the necessary $550,000.

The words don't exist to ease the grief of those who just lost a loved one, especially one so young (Burke was 29) and in such a sudden matter. But this does help them in not having to worry about finances, which should be the last thing on anyone's mind.