JUST IN: Lewis Hamilton to Reportedly Partner with Toni Breidinger’s $6.35 Billion

Lewis Hamilton to Reportedly Partner with Toni Breidinger’s $6.35 Billion NASCAR Sponsor Following His Departure from Mercedes

The debate between NASCAR and Formula 1 fans has been particularly intense this year, primarily sparked by Kyle Larson’s bold claim that he was better than Max Verstappen. While such debates are engaging, they’re also virtually impossible to settle due to the vast differences between the two sports. Formula 1 and NASCAR cater to distinct audiences, so there’s little overlap in terms of how they operate. Despite this, there are a few notable similarities between the two, and one of those rare connections is shared sponsorships.

Sponsors such as Monster Energy have been heavily involved in NASCAR, backing drivers like Tyler Reddick and Riley Herbst, while also sponsoring F1 star Lewis Hamilton. This has been the case for several years, but as Hamilton prepares for a major transition in his career by moving to Ferrari, his sponsorship landscape is shifting. Ferrari already has a beverage sponsor that will align with Hamilton, and this brand has a long-standing presence in NASCAR, too.

Lewis Hamilton Joins Forces with Celsius

Celsius, an energy drink company that has established a presence in NASCAR, made its debut in Formula 1 in 2023 through its partnership with Ferrari. The brand currently sponsors Ferrari drivers Charles Leclerc and Carlos Sainz. However, with Sainz set to leave Ferrari for Williams in the coming season and Hamilton stepping into his spot at Ferrari, Celsius will now count the seven-time F1 world champion as one of its key ambassadors.

This partnership means Hamilton will part ways with Monster Energy, a company that has supported him since 2017. Monster Energy stood by Hamilton through the highs and lows of his career, even choosing to stick with him after moving their primary sponsorship from Mercedes to McLaren in 2023. For the 2024 season, Monster had maintained a personal sponsorship agreement with Hamilton, but the impending deal with Celsius will bring that partnership to an end.

Losing a major figure like Hamilton represents a significant setback for Monster Energy. Hamilton is not just any driver—he’s one of the most recognizable athletes in motorsports, and having him as a brand ambassador elevated Monster’s profile in the F1 world. However, sponsoring two competing energy drinks would be unfeasible, so the partnership between Hamilton and Monster is coming to a natural conclusion.

Adam Stern of Sports Business Journal recently reported the news on X (formerly Twitter). Stern wrote, “Lewis Hamilton is close to signing a commercial agreement with energy drink brand Celsius as the curtain falls on his long-running association with Monster Energy.” With this deal, Hamilton will follow in the footsteps of Charles Leclerc, taking part in Celsius’s promotional events and marketing campaigns starting next season.

Celsius and NASCAR: A Growing Connection

While Celsius is relatively new to the world of Formula 1, the company has been involved in NASCAR for quite some time. Their roster of NASCAR drivers includes Corey LaJoie, who races for Spire Motorsports, and AJ Allmendinger, who competes for Kaulig Racing. More recently, they added rising star Toni Breidinger to their lineup. Breidinger, who has been making waves in the ARCA Menards Series, is set to make her debut in the NASCAR Truck Series next year with Celsius as one of her primary sponsors.

The partnership with Breidinger is particularly special for Celsius, as she embodies the brand’s connection to both NASCAR and F1. Celsius’s venture into Formula 1 has given them a unique position in motorsports, and Breidinger is proud to be aligned with a brand that straddles both racing worlds.

Toni Breidinger’s Pride in Celsius Partnership

Celsius’s entry into NASCAR wasn’t part of the company’s original plan. However, NASCAR drivers like Corey LaJoie were fans of the drink long before any official partnership materialized. LaJoie even initiated talks with Celsius to forge a relationship. Reflecting on the collaboration, LaJoie said, “If I were to go reach for an energy drink, it’s always been a Celsius.”

For Breidinger, the story was similar. Long before she partnered with the brand, Celsius was her preferred pre-race drink. Upon signing the sponsorship agreement, she said, “Celsius has been my go-to source for pre-race energy for years.” When the opportunity to formalize a partnership arose, she embraced it eagerly.

What makes this collaboration particularly meaningful for Breidinger is the fact that Celsius has a connection to Formula 1, an association she takes pride in. She explained, “F1 has a lot of hype around it right now, especially with the Netflix series and everything like that. Those drivers are massive. They have huge followings, and everything they do just looks cool. So yeah, it’s cool to be a part of a partnership that connects with them, too.”

Although Breidinger understands that NASCAR and Formula 1 are vastly different sports, she appreciates the small link that ties them together through Celsius. “It’s hard to compare NASCAR and F1—I always say it’s like comparing apples and oranges—but it’s definitely cool to be aligned with both through this sponsorship.”

Looking Ahead to a Busy Season

With Lewis Hamilton joining Ferrari and bringing Celsius along as a key sponsor, the energy drink brand is set for an eventful 2024 in both NASCAR and Formula 1. Hamilton’s departure from Mercedes and his shift to Ferrari marks a new chapter in his career, and his partnership with Celsius underscores the brand’s growing presence in motorsports.

For drivers like Toni Breidinger, this connection only strengthens their bond with the sponsor, as they proudly represent a brand that bridges the gap between two very different racing worlds. As the next season unfolds, it will be interesting to see how Celsius manages its commitments across both NASCAR and F1.

What are your thoughts on these developments? Share your excitement for the upcoming season in the comments below!