Breaking: Lewis Hamilton set to sign up with Ferrari sponsor after Monster deal ends …More
Lewis Hamilton set to sign up with Ferrari sponsor after Monster deal ends
Lewis Hamilton is reportedly set to partner with Celsius, marking a shift from his long-term association with Monster Energy.
Monster had been a prominent sponsor of the Mercedes-AMG Petronas Formula One Team since 2010 and entered into a personal sponsorship deal with Hamilton in 2017.
However, while earlier reports speculated that this partnership would end with Hamilton’s impending move to Ferrari, it is now understood that his personal sponsorship with Monster concluded at the end of 2023.
Monster Energy’s transition away from Mercedes coincided with their new sponsorship deal with McLaren, which began at the start of the 2024 Formula 1 season.
Over the years, Monster had launched various flavors of their energy drink in collaboration with Hamilton, leveraging his global appeal as a seven-time World Champion.
Despite the successful partnership, Hamilton appears to be shifting gears with the reported deal involving Celsius, a rival energy drink brand.
Celsius began its partnership with Scuderia Ferrari in 2023 and expanded to a full-time sponsorship agreement in 2024.
The announcement of this expanded collaboration came shortly after Ferrari confirmed that Hamilton would join their team next season.
If finalized, Hamilton’s personal sponsorship deal with Celsius would align with the brand’s ongoing relationship with Ferrari.
Kyle Watson, Celsius’ executive vice president of marketing, expressed enthusiasm for the partnership, emphasizing the shared competitive spirit between the brand and Ferrari.
He stated that Celsius aims to empower drivers, fans, and consumers to perform at their best, both on and off the track.
He highlighted the synergy between Celsius and Ferrari, particularly in their mutual commitment to excellence.
Celsius branding has been visible on Ferrari’s SF-24 car and the race suits of its drivers throughout the current season.
Hamilton’s potential deal with Celsius would further enhance his commercial portfolio, which already includes partnerships with major brands such as Bose and Electronic Arts.
According to Forbes, Hamilton is among the most marketable athletes globally, and this new partnership would likely solidify his standing in the commercial world.
In addition to his endorsements, Hamilton has also ventured into entrepreneurship.
He co-founded a non-alcoholic spirits brand that has secured minority investment from Pernod Ricard, a leading global wine and spirits company.
This diversification reflects Hamilton’s ambition to expand his influence beyond motorsport.
As Hamilton prepares to join Ferrari, the reported deal with Celsius signals a strategic alignment between his personal brand and Ferrari’s commercial endeavors.
This move could further strengthen Ferrari’s appeal and position Hamilton as a key figure in promoting the team’s partnerships.
About The Author
