Ferrari brings in the first new sponsor since the news that Lewis Hamilton will drive for the team from 2025. The Formula 1 team has entered into a multi-year partnership with energy drink brand Celsius, and the brand will therefore also be seen as a logo on the car and racing suits when Hamilton starts his Italian adventure.
The American energy drinks company Celsius already had a deal with Ferrari during the American races last year. In 2023, the brand could still be seen at Ferrari during the Grands Prix in Miami, Austin and Las Vegas, but now the Celsius logo will be on the new Ferrari car and racing suits all season.
Celsius sees Formula 1 sponsorship as an opportunity to gain more brand awareness, and Hamilton’s arrival at Ferrari will give the company an extra boost. Hamilton himself previously had a contract with energy drink brand Monster, but that collaboration ended in 2023.
Ferrari looks forward to further cooperation with Celsius
“We are delighted that, after coming on board last year, we are now expanding our partnership with Celsius, who will become a global Scuderia Ferrari team partner for the 2024 season and beyond,” said Lorenzo Giorgetti, Chief Racing Revenue Officer at Ferrari about the collaboration with Celsius, according to Motorsport.com. ‘Celsius will provide our drivers and team members with essential energy to help them perform at their best throughout an intense 24 Grands Prix season. We look forward to working with Celsius on new resources and experiences for our global fans.”
Kyle Watson, Executive Vice President of Marketing for the Celsius brand itself, says the energy drink company is also looking forward to continuing its partnership with Ferrari. “Celsius shares with Scuderia Ferrari a competitive spirit that encourages drivers, fans and consumers to perform at their best and live fit lives on and off the track,” said Watson. “We couldn’t be happier to grow our partnership with Scuderia Ferrari’s world-class F1 team, who share our passion for improving their everyday lives and performing at the highest level.”