Ferrari to hold new power drink F1 sponsor into Hamilton period

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The US-based firm had a low-key association with the group final season that lined the three American races in Miami, Austin and Las Vegas.

That has now prolonged to a full world partnership with its logos featured on the vehicles and on drivers’ overalls.

Based in 2004, Nasdaq-listed Celsius Holdings bought an 8.5% share of its enterprise to beverage large PepsiCo for $550 million in 2022, and it has a present market capitalisation of round $12.5 billion.

Celsius sees F1 as a key a part of its growth plan, having lately introduced a transfer into Canada, the UK and Eire.

In each the USA and Canada the model is distributed by PepsiCo, whereas its British and Irish companion is Suntory.

On condition that the deal has its roots in final 12 months’s US-only association, the arrival of Hamilton at Maranello in 2025 will present the corporate with a welcome and surprising increase to its world advertising efforts.

Hamilton has hitherto lengthy been related to Monster power drinks. Nonetheless the corporate’s cope with his Mercedes group and its private association with the seven-time world champion each concluded on the finish of final season, and it has switched to McLaren for 2024.

Any power drink manufacturers that enter F1 are inevitably taking over Crimson Bull on its residence floor, the Austrian firm having been a significant participant since its first entry with Sauber in 1995.

Carlos Sainz, Ferrari SF-23

Picture by: Erik Junius

Other than Monster and the failed title sponsorship deal between Wealthy Vitality and Haas most F1 offers within the sector have tended to be comparatively low-key.

Ferrari beforehand had a partnership with the TNT model that ran from 2012 to 2014.

“We’re delighted that having come on board with us final 12 months we are actually increasing our collaboration with Celsius, who grow to be a worldwide Scuderia Ferrari group companion for the 2024 season and past,” mentioned Ferrari’s chief racing income officer Lorenzo Giorgetti.

“Celsius will present our drivers and group members with important power to assist them carry out at their greatest all through an intense 24 grand prix season. We stay up for working with Celsius on new property and experiences for our world fan base.”

The model’s govt vice chairman advertising Kyle Watson added: “Celsius shares with Scuderia Ferrari a aggressive spirit that powers drivers, followers and shoppers to carry out their greatest and dwell match on and off the observe.

“We couldn’t be happier to proceed to develop our partnership with Scuderia Ferrari’s world class F1 group who shares our ardour to raise their on a regular basis lives and carry out on the highest degree.”



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