Lewis Hamilton Set to Partner with Celsius, Shifting Away from...

Lewis Hamilton Set to Partner with Celsius, Shifting Away from…read more

Lewis Hamilton, the seven-time Formula 1 World Champion, is reportedly set to end his long-standing partnership with Monster Energy in favor of a new deal with Celsius, a rival energy drink brand. This marks a significant shift in Hamilton’s commercial strategy following the conclusion of his personal sponsorship agreement with Monster at the end of 2023.

Monster Energy had been a prominent sponsor of the Mercedes-AMG Petronas Formula One Team since 2010, and Hamilton entered into a personal sponsorship deal with the brand in 2017. The partnership saw the launch of various Monster products and flavors co-branded with Hamilton, leveraging his global appeal as one of F1’s most successful drivers. However, with the 2024 F1 season underway, Hamilton is moving away from Monster, just as the brand has shifted its focus to a new partnership with McLaren.

Hamilton’s departure from Monster Energy aligns with the broader change in Mercedes’ sponsorship dynamics, as Monster has now partnered with McLaren, marking a new chapter for both the brand and the F1 team. This transition also coincides with the news that Hamilton will join Ferrari for the 2024 season, a move that will see him swap his current Mercedes seat for one in the legendary Italian team.

The partnership with Celsius marks the next step in Hamilton’s evolving commercial portfolio. Celsius, which first partnered with Ferrari in 2023, has since deepened its relationship with the team, securing a full-time sponsorship deal in 2024. The brand’s association with Ferrari is part of a broader push to align with high-performance brands, and Hamilton’s potential personal deal with Celsius would strengthen this connection.

Celsius, known for its fitness-focused energy drinks, shares a competitive ethos with Ferrari, and the collaboration is seen as a natural fit. Kyle Watson, Celsius’ Executive Vice President of Marketing, expressed excitement over the partnership, highlighting how both Celsius and Ferrari are driven by a commitment to excellence and performance. According to Watson, Celsius aims to empower individuals to perform at their best, both on and off the track—a message that aligns well with Hamilton’s own brand and his status as one of the most marketable athletes in the world.

Celsius branding has already been visible on Ferrari’s SF-24 car and on the race suits of its drivers throughout the 2024 season, underscoring the growing relationship between the energy drink company and the Scuderia. Should Hamilton’s reported deal with Celsius go through, it would reinforce the synergies between the two brands, further cementing Hamilton’s position as a key figure in promoting Ferrari’s partnerships and marketing efforts.

Hamilton’s decision to partner with Celsius could also bolster his commercial portfolio, which already includes high-profile deals with companies such as Bose and Electronic Arts. As reported by Forbes, Hamilton is among the most marketable athletes globally, and his ventures outside of F1, such as co-owning a non-alcoholic spirits brand that has attracted investment from global wine and spirits giant Pernod Ricard, further reflect his ambitions to diversify his influence beyond motorsport.

While Hamilton’s move to Ferrari is certainly a huge development in the world of Formula 1, his shift to Celsius highlights his ability to adapt and secure lucrative endorsement deals with companies that align with his personal brand. The partnership with Celsius, if confirmed, will undoubtedly provide a boost to both the driver and the brand as they continue to grow their presence in the high-performance and fitness sectors.

In conclusion, Lewis Hamilton’s reported partnership with Celsius is a strategic move that reflects both his evolving commercial interests and his ongoing influence in the motorsport world. As he prepares for his transition to Ferrari, this new sponsorship deal not only strengthens his position as a top global athlete but also deepens the ties between him, Ferrari, and their shared commitment to excellence. The shift away from Monster Energy and towards Celsius is a significant moment in Hamilton’s career, marking the next phase in his already impressive off-track ventures.