Celsius, the US fitness and energy drink brand, is set to make a major sponsorship move in Formula 1, transitioning from Ferrari to Aston Martin for the 2026 season with a multi-year agreement that includes prominent branding on Aston Martin’s cars and race suits.
This shift follows Celsius’s stint as a key global partner for Ferrari since early 2024, a period marked by Ferrari’s high-profile signing of Lewis Hamilton and an intensified global sports marketing strategy.
The decision by Celsius reflects a targeted strategy to expand international market reach, particularly into markets like the UK, Ireland, and Canada, and matches well with Aston Martin’s own ambitious commercial and sporting plans ahead of the new Formula 1 regulations in 2026. While Ferrari’s recruitment of Hamilton gave Celsius short-term brand exposure, the energy drink company saw greater activation opportunities and broader engagement potential by opening a new sponsorship category with Aston Martin, whose current growth trajectory and competitive aspirations are seen as a strong fit for Celsius’s goals.
Ferrari, meanwhile, faces a period of competitive challenge in 2025, despite the star power of Lewis Hamilton, and will need to recalibrate its commercial and sporting strategy as Celsius departs. His first season with the team has been intensely scrutinized, with mixed results and heavy media attention, but he remains focused on the task at hand and committed to the team for the next several years.
Overall, Celsius’s move underlines the fast-paced dynamics of F1 sponsorships, where marketing activation potential and brand alignment outweigh tradition or loyalty. Aston Martin stands to elevate its commercial presence with the addition of Celsius, Ferrari reconsiders its path with Hamilton, and Celsius continues to optimize its global sports marketing in a rapidly evolving Formula 1 ecosystem.
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