F1 News: Mercedes Loses Major Sponsor To McLaren For 2024 Season - Monster Energy Swaps Sides

Monster Energy aligns with McLaren Racing for the 2024 F1 season, promising dynamic fan engagement and brand visibility.

Monster Energy has announced a partnership with McLaren Racing, ending its association with Mercedes. This move marks a new chapter for McLaren, enhancing their presence in the sport after a brilliant 2024 season.

Key Takeaways:

• Major Sponsorship Shift: Monster Energy, a prominent name in global motorsport sponsorship, has moved from Mercedes to McLaren Racing, starting from the 2024 Formula 1 season.
• Enhanced Fan Engagement: The partnership aims to create unique fan experiences and original content, leveraging Monster Energy's commitment to celebrating athletes and fostering engagement.
• Visibility on McLaren Assets: From 2024, Monster Energy's branding will be visible on McLaren F1 Team drivers Lando Norris and Oscar Piastri's helmets, race suits, caps, and drinks bottles.

McLaren Press Image

McLaren Racing has made a significant announcement today, revealing that Monster Energy, a leading energy drink brand with a strong motorsport heritage, will be joining them as an official partner for the 2024 Formula 1 season and beyond. This partnership heralds a new era for McLaren, as Monster Energy shifts its sponsorship from Mercedes to the longstanding British team.

The multi-year agreement signifies a strategic move for both parties. Monster Energy is renowned for its dynamic approach to motorsport sponsorship, often focusing on innovative fan experiences and content creation. This aligns well with the team, especially Lando Norris who already does a lot of digital media creation outside of the sport. 

Zak Brown, CEO of McLaren Racing, expressed his excitement about the collaboration: 

“We are delighted to join forces with the iconic Monster Energy brand from next season onwards. Monster focuses on celebrating athletes through bold ideas and creating awesome content, so we can’t wait to explore ideas and find new ways to engage and entertain our fans.”

Similarly, Rodney Sacks, Chairman and Co-CEO of Monster Energy Company, commented on the partnership: 

“Monster Energy is proud to start this new chapter in its F1 journey with McLaren Racing. Monster is focused on enhancing fan experiences and partnering with a world-class team and its elite drivers to share our passion with F1’s global audience. We are planning some really exciting programs with Lando and Oscar and are excited to go racing together from 2024.”

It should be noted that Monster Energy will continue to partner with Mercedes driver Lewis Hamilton. 

This partnership announcement follows McLaren's impressive performance in the recent Formula 1 season. Norris, one of the squad's star drivers, has praised the team for securing fourth place in the constructors' championship, despite challenges faced during the season-closing Abu Dhabi Grand Prix. Norris' early pace in the race was notable, though the team struggled with tyre degradation and a slow pit stop, which impacted their final positions.

The partnership with Monster Energy is seen as a strategic boost for McLaren, coinciding with their upward trajectory in the sport. As they prepare for the 2024 season, the collaboration with Monster Energy is expected to bring fresh energy - literally - and excitement to the team and its fanbase.