Ferrari Reveals Huge New Energy Drink Sponsor After Lewis Hamilton Triumph
Following Lewis Hamilton's high-profile switch to Ferrari for the 2025 season, Scuderia Ferrari has announced an exciting new partnership with CELSIUS energy drinks. This collaboration promises to match the energy of the famous Tifosi, and of course, the drivers on the track.
Key Takeaways:
- CELSIUS has entered into a multi-year, global, exclusive partnership with Scuderia Ferrari, marking a significant sponsorship deal. This partnership will see CELSIUS become the official energy drink of the Ferrari Formula 1 racing team, enhancing the energy of the team's drivers, crew, and fans both on and off the track.
- The partnership includes unique fan experiences and activations at Formula 1 races worldwide, as well as presence in the Ferrari garage, hospitality areas, and retail locations. This aims to bring fans closer to the action and the Ferrari team, fostering a more engaging and energized global fan community.
- Lewis Hamilton's move to Ferrari for the 2025 season, after an 11-year tenure with Mercedes, underscores the importance of this partnership. Hamilton's transition represents a new chapter for both him and Ferrari, with CELSIUS poised to support the team's ambitions and energize their journey forward.
Scuderia Ferrari's partnership with CELSIUS signifies a major step forward in the team's global branding and fan engagement strategy. As the maker of the leading global fitness drink, CELSIUS is known for its zero sugar energy drinks designed to support active lifestyles and performance in a healthy way.
The partnership, extending from the 2024 season onwards, will feature CELSIUS as a key player in the Ferrari Formula 1 team's day-to-day operations. It promises to take on energy drink titans Red Bull and Monster Energy who are already on the grid, with the company already using 2023 to test the waters as a US sponsor to the Scuderia for the Miami, Austin, and Las Vegas Grands Prix.
Lorenzo Giorgetti, Ferrari's Chief Racing Revenue Officer, expressed enthusiasm for the expanded collaboration, saying:
"We're delighted that, having come on board with us last year, we are now expanding our collaboration with Celsius who become a global Scuderia Ferrari Team Partner for the 2024 season and beyond.
Celsius will provide our drivers and team members with essential energy to help them perform at their best throughout an intense 24 Grand Prix season. We look forward to working with Celsius on new assets and experiences for our global fan base,"
Kyle Watson, Executive Vice President of Marketing at CELSIUS, highlighted the shared values between CELSIUS and Scuderia Ferrari, emphasizing their mutual commitment to excellence and fitness.
Watson stated:
"Celsius shares with Scuderia Ferrari a competitive spirit that powers drivers, fans and consumers to perform at their best and live fit on and off the track.
"We couldn't be happier to continue to grow our partnership with Scuderia Ferrari's world-class Formula 1 team who shares our passion to elevate their everyday lives and perform at the highest level,"
The partnership announcement comes at a pivotal moment, with Lewis Hamilton's recent decision to join Ferrari in 2025 after a long and successful stint with Mercedes. Hamilton's move has been met with both excitement and anticipation, as fans and analysts alike are eager to see how his experience will blend with Ferrari's storied legacy. Hamilton, reflecting on his departure from Mercedes, shared:
"I am 100% committed to delivering the best performance I can this season and making my last year with the Silver Arrows, one to remember.”
Lewis Hamilton, previously having links to Monster Energy, has shed all links with the company, with Celsius now taking its place on his Scarlet race suit in 2025.