McLaren agrees F1 deal that lures Monster Vitality from Mercedes


Monster Vitality has partnered with McLaren on what’s described as a “multi-year” contract, which can result in the recognisable ‘M’ emblem that includes on the helmets, race fits, caps and drinks bottles (branded previously by Coca-Cola) of drivers Lando Norris and Oscar Piastri from the 2024 season.

Whereas McLaren Racing CEO Zak Brown has used his huge expertise within the industrial and advertising and marketing sectors to convey on board an array of high-profile sponsors akin to Google, Dell and British American Tobacco (Velo) – strikes helped by the Netflix-led reputation growth for F1 – signing with Monster is made extra important because it attracts the vitality drink firm away from rival group Mercedes.

All through the Three-Pointed Star’s run of eight constructors’ championship and more moderen ground-effects struggles, the ‘M’ badge has featured on the helmet and race go well with collar of Lewis Hamilton and team-mates Nico Rosberg and George Russell.

Photograph by: Mark Sutton / Motorsport Images

Lewis Hamilton, Mercedes-AMG

Hamilton does have his personal private sponsorship take care of Monster, the seven-time champion lending his title to a variety of zero-sugar drinks. This tie-up is anticipated to proceed regardless of the partnership with Mercedes coming to an finish.

Rodney Sacks, chair and co-CEO of Monster Vitality Firm, stated: “We want to categorical our honest appreciation to the Mercedes Components 1 group, and [motorsport boss] Toto Wolf specifically, for a partnership that has spanned nicely over a decade and seen us have a good time some fantastic success collectively. We want the group nicely for his or her upcoming championship campaigns.”

“Monster Vitality is proud to start out this new chapter in its F1 journey with McLaren Racing. Monster is targeted on enhancing fan experiences and partnering with a world-class group and its elite drivers to share our ardour with F1’s world viewers. We’re planning some actually thrilling applications with Lando and Oscar and are excited to go racing collectively from 2024.”

Brown added: “We’re delighted to affix forces with the enduring Monster Vitality model from subsequent season onwards. Monster focuses on celebrating athletes via daring concepts and creating superior content material, so we are able to’t wait to discover concepts and discover new methods to have interaction and entertain our followers.”

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